exterior shopping cues are a type of marketing that uses obvious messaging - a display featuring a new…
exterior shopping cues are a type of marketing that uses obvious messaging - a display featuring a new product, for example, or a \buy - one, get one free\ offer - to entice consumers to make spontaneous purchases. in a study, data scientist suma k. hirni and colleagues found that this effect can also be achieved with a less obvious cue: rearranging a stores layout. the researchers explain that trying to find items in new locations causes shoppers to move through more of the store, exposing them to more products and increasing the likelihood that theyll buy an item they hadnt planned on purchasing. which response from a survey given to shoppers who made a purchase at a retail store best supports the researchers explanation? a \i needed to buy some cleaning supplies, but they werent in their regular place. while i was looking for them, i saw this interesting notebook and decided to buy it too.\ b \i didnt buy everything on my shopping list today. i couldnt find a couple of the items in the store, even though i looked all over for them.\ c \the store sent me a coupon for a new brand of soap, so i came here to find out what kinds of soap that brand offers. i decided to buy a few bars because i had the coupon.\ d \this store is larger than the one thats closer to where i live, and it carries more products. i always have to buy some things that i didnt plan to buy here.\
Answer
Brief Explanations:
The researchers' explanation is that using attention - grabbing cues (like an end - of - aisle display) and rearranging store layout can lead to shoppers moving more through the store, being exposed to more products, and making unplanned purchases. Option A shows a shopper who was looking for cleaning supplies but made an unplanned purchase of a notebook after being exposed to it while searching, which supports the explanation. Option B just mentions not finding items on the list, not unplanned purchases due to exposure. Option C is about a coupon - driven purchase, not exposure in the store layout. Option D is about the size of the store and product variety, not the effect of cues and layout on unplanned purchases.
Answer:
A. "I needed to buy some cleaning supplies, but they weren't in their regular place. While I was looking for them, I saw this interesting notebook and decided to buy it, too."