Home > Behavioural Economics > Retail stores now target consumer body language.

Retail stores now target consumer body language.

Keeping on the behavioral economics topic I was interested to read about shoppers emotions being used by retailers to try an increase sales. Companies now pay large sums of money for software that identifies the following:

  • shoppers’ movements
  • facial expression
  • dissatisfaction
  • surprise
  • eye-tracking
  • dilating pupils
  • thermal-imaging

Body language.pngSome research has shown that when a person who is smiling enters a shop they are on average likely to spend 30% more than others who are more neutral position in their emotion. Conventional research states that when people are interviewed or fill in surveys they tend to edit their responses to make them sound like a ‘rational person’. However a lot of purchases are driven by the subconscious emotions. There are various companies out there today that are trying to get in the mind of consumers namely:

We have all heard of retail therapy which involves people going on a spending spree when they tend to be feeling down. The challenge for all the companies out there is to spot when a person is in this state when they enter their shop. The key to it is tracking the unconscious mind in shoppers.

Try this exercise with your class and see how many stages they can get through. If we make persistent errors in things we are very good at like colours how likely is it that we are also subject to persistent, predictable errors in areas of consumer decision-making?

Advertisements
Categories: Behavioural Economics
  1. No comments yet.
  1. No trackbacks yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: