How does design affect decision at point of sale?
How does design affect decision at point of sale?
复制标题
设计如何影响销售点的决策？
DOI：
10.1057/bm.1996.33
复制
发表时间：
1996
影响因子：
4.1
通讯作者：
Lucy Davison
中科院分区：
文献类型：
--
作者：
A. Connolly;Lucy Davison
这篇论文以亨利中心的一项名为“前沿”的研究为出发点，该研究表明，73%的购买决定是在销售点做出的。Coley Porter Bell很想知道品牌设计是如何影响消费者做出购买决定的，并委托国际研究公司进行了一些研究。该研究的结果和从中得出的结论构成了本文的基础。这项研究采取了伴随商店的形式——在购物之前、期间和之后采访不同的消费者群体——试图了解设计在购物过程中所起的作用。结果被记录下来，要么是录像，要么是录音带和文字记录。本文分为三个部分。第一个是研究本身，研究消费者在超市购物时对设计的行为。第二部分着眼于为什么研究揭示了设计在决策过程中的重要作用，第三部分提供了如何利用这些知识为快速消费品品牌带来利益的实用指南。
The paper takes as its starting point some Henley Centre research, entitled ‘Frontiers’, that demonstrated that 73 per cent of purchase decisions are made at point of sale. Coley Porter Bell was interested to find out how brand design affected the way consumers made those purchase decisions and commissioned some research from Research International. The results of that research and conclusions drawn from it form the basis of the paper.The research took the form of an accompanied shop — interviewing different groups of consumers before, during and after their shopping trip — to try and gain an understanding of what part design played in the process. The results were recorded, either on video or on audio tape and transcript.The paper is in three parts. The first is concerned with the research itself and looks at how consumers behave with respect to design while supermarket shopping. The second part looks at why the research reveals the important role of design in the decision-making process and the third provides practical guidelines on how to use this knowledge to the benefit of FMCG brands.