Title: Consumer Behavior in the Economy | Your Business
Headings: Consumer Behavior in the Economy
Consumer Behavior in the Economy
Consumer Behavior and Consumer Theory
Influences on Consumers
Consumers Don't Always Behave Rationally
Utility and Consumer Behavior
Studies in Consumer Behavior
Store Aesthetics and Consumer Purchases
Product Aesthetics and Consumer Purchases
Websites and Consumer Purchases
A Summary of Consumer Behavior

Content: Studies in Consumer Behavior
Whereas consumer theory tries to put forth a relatively static theory of how consumers make purchase decisions, marketers and store designers understand that not all purchases are rational. There are all sorts of different influences that can drive a person to make a purchase, including the impact of marketing and store layout. Store Aesthetics and Consumer Purchases
The aesthetics of a store can influence consumer impulse-buying behavior. Marketing and advertising can drive consumers into a store, but once there, the store’s ambiance itself can affect whether a person makes a purchase. Researchers noted that store features that highlighted products were most likely to drive impulse buying. So, when featuring merchandise, lighting is important because it highlights the product and makes it more likely a consumer will make a purchase on impulse. There are also cases where the store layout and design are linked to consumer purchases. Consumers who have self-improvement goals, mainly those looking to better themselves, are more likely to buy products from a well-designed store. Appealing interior design can have a strong positive effect on this segment of the market and influence whether they make a purchase. The research into consumer behavior suggests that store layout should include appealing aesthetic elements that serve to highlight various products.