Flower Power! The Influence of an In-Store Gift
A Journal of Shopper Research article and quiz
When shoppers receive an in-person gift of a flower early in the shopping experience, it significantly increases their emotional arousal and influences their shopping behavior. This article describes a study on the gift's impact on visual attention to price, shopping enjoyment, and touch-to-purchase conversion rates. These findings suggest an opportunity for retailers and marketers to leverage environmental cues at the point of purchase to improve shopper satisfaction and potentially drive purchases.
Upon completion of this course, you should be able to:
- Describe the metrics used to analyze excitement and arousal.
- Describe how the gift impacted shoppers' emotions and behavior.
- Identify limitations of the study's methodology.
Credits: Successful completion of this course will provide current Shop! MaRC holders with 0.5 PDU in Research towards their tri-annual recertification.
Course Length: 30 Minutes
Course components: Journal of Shopper Research article, 10-question quiz
Shop! Value Cycle Focus: Phase 1 of the Shop! Value Cycle – Research
MaRC Recertification Credit: 0.5 MaRC – Research PDU
Cost: Members $25, Non-Members $50