SCIENCE OF SHOPPING

Why does shopping science matter? Studying why and how people shop scientifically matters because businesses use that information to influence consumers to buy, and buy more. So, it is important for consumers to know what businesses know about them. The following quiz is based on findings reported in environmental psychologist and business consultant Paco Underhill’s bestselling book, “Why We Buy: The Science of Shopping.”

1. True or False: People (especially women) brushed from behind buy more.

True

False

2. True or False: Shoppers tend to move to the left upon entering a store.

True

False

3. True or False: Where merchandise is placed on store shelves matters relatively little because price and consumer interest largely determine what gets purchased.

True

False

4. Why do supermarket designers often place milk toward the back of the store?

Given milk’s popularity, they want to encourage more consumers to walk all the way through the store, so consumers buy more things.

They tend to put milk and all refrigerated items toward the back of the store to keep the store entrance area warmer and hence more inviting.

Placing refrigerated items like milk toward the back of most stores actually saves electricity.

Heavier items like milk tend to be placed toward the back of stores closer to delivery trucks to reduce stocking time and thus cut labor costs.

Placing refrigerated items like milk toward the back of the store both saves electricity, and cuts shelf-stocking labor costs.

5. True or False: It is easier for businesses to sell to men than to women shoppers.

True

False