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Retail stores use casino tricks to keep you inside longer!
[PSYCH BUT FASHION] Hi everyone, I'm back with some more shopping research:) In this post, I draw parallels between casinos and retail stores - they both use similar tricks to keep you inside for as long as possible. Enjoy the read! 1. THE GRAND PRINCIPLE OF 'PLAYGROUND' CASINOS Have you ever wondered why casinos are so spacious and grand? New ones built in the early 2000s are constructed according to the 'playground' (luxurious resort-like) principle. It aims to create a festive holiday feeling with entertainment, installations, art, high ceilings etc. This makes you enjoy the experience even beyond playing games so you don't want to leave - it increases the chance that you will eventually place a bet somewhere (Finlay, Marmurek, Kanetkar & Londerville, 2010). Modern shopping malls use a similar idea to keep you inside - think Harrods, Dubai Mall, Mall of Emirates. Airy, spacious, full of art, installations, and entertainment. It makes you reluctant to leave. More time spent inside = more chance of buying. 2. LAYOUT You will notice that in casinos, roulette tables and slot machines take up the prime space in the building - they're always the most visible because those are the most profitable games for the casino. You will find poker rooms hidden in the farthest corner of the building because poker is played against other players and not against the house. Apart from small fees, casinos do not make much money out of it because the money is circulating among the players. In the retail world, poker rooms are sales sections. They will make you go through multiple new collections in order to reach sale - just in case a more expensive item catches your eye and you decide to buy it. 3. LACK OF TIME CUES Casinos do everything so you lose the track of time, keep having fun and gambling. There are no clocks or windows, the doors are tinted, and the atmosphere is exactly the same regardless of what time of the day it is (Sykes, Gaffney, Sykes & Posner, 2012). There's also quiet and ambient music - it gets overwhelmed by slot machine sounds and chips clinking together. The music is kept quiet and transitions seamlessly - the reason being that separate songs can provide time cues, which might make you realise how long you've spent inside. Casinos keep the music for atmospheric purposes but make sure you don't focus on it (Noseworthy & Finlay, 2009). Windows are common in malls to add to the 'grand' feeling; moreover, malls are usually open during the day only anyway so they have less incentive to keep the light out. You will rarely see a clock in a mall though, and separate stores are often windowless to eliminate time cues. Stores also use quiet, ambient, seamlessly transitioning music. Research shows that loud music drives people out of the store so they spend less time inside and buy less often (fun fact: small stores play loud music inside to avoid overcrowding) (Michel, Baumann & Gayer, 2017). 4. SCENT Casinos often have a signature scent. Fresh, pleasant smell adds to the atmosphere and leaves you wanting to spend more time inside. A study showed that people gambled on slots significantly more when the area was scented compared to when it was unscented (Hirsch, 1992). Stores use it too - research says that ambient smell increases customer satisfaction, buying, and willingness to return (Gulas & Bloch, 1995). 5. ALCOHOL Casinos often offer free alcohol. It adds to the feeling of hospitality but the main reason is that alcohol reduces inhibition which leads to riskier gambling (Baron & Dickerson, 1999). [personal interpretation alert] Luxury boutiques often offer you free champagne; however, it is less common in the retail industry. It also feels more oriented towards hospitality and luxurious experience rather than control inhibition because the context of a retail store is not particularly congruent with alcohol consumption. Regardless, even small amounts of alcohol can reduce inhibition which potentially increases how much we buy so a glass of champagne could well be a strategic trick. What do you think? *** I hope you enjoyed the read! I regularly create content around fashion psychology (Psych But Fashion) - if you're interested to learn more, visit my profile where I have links to my social media accounts. Thank you for reading, BEA REFERENCE LIST Baron, E., & Dickerson, M. (1999). Alcohol consumption and self-control of gambling behaviour. Journal of Gambling Studies, 15(1), 3-15. Finlay, K., Marmurek, H. H., Kanetkar, V., & Londerville, J. (2010). Casino décor effects on gambling emotions and intentions. Environment and Behavior, 42(4), 524-545. Gulas, C. S., & Bloch, P. H. (1995). Right under our noses: Ambient scent and consumer responses. Journal of Business and Psychology, 10(1), 87-98. Hirsch, A. R. (1992). Effect of an ambient odor on slot.machine usage in a Las Vegas casino. Unpublished report: Smell & Taste Treatment and Research Foundation, Ltd. Michel, A., Baumann, C., & Gayer, L. (2017). Thank you for the music–or not? The effects of in-store music in service settings. Journal of Retailing and Consumer Services, 36, 21-32. Noseworthy, T. J., & Finlay, K. (2009). A comparison of ambient casino sound and music: Effects on dissociation and on perceptions of elapsed time while playing slot machines. Journal of Gambling Studies, 25(3), 331-342. Sykes, K., Gaffney, C., Sykes, T., & Posner, I. (2012). Sustainability in casino design and operation:“Green” is good for the bottom line. World Journal of Science, Technology and Sustainable Development.
Retail stores use casino tricks to keep you inside!
[PSYCH BUT FASHION] Hi everyone, I'm back with some more shopping research:) In this post, I draw parallels between casinos and retail stores - they both use similar tricks to keep you inside for as long as possible. Enjoy the read! 1. THE GRAND PRINCIPLE OF 'PLAYGROUND' CASINOS Have you ever wondered why casinos are so spacious and grand? New ones built in the early 2000s are constructed according to the 'playground' (luxurious resort-like) principle. It aims to create a festive holiday feeling with entertainment, installations, art, high ceilings etc. This makes you enjoy the experience even beyond playing games so you don't want to leave - it increases the chance that you will eventually place a bet somewhere (Finlay, Marmurek, Kanetkar & Londerville, 2010). Modern shopping malls use a similar idea to keep you inside - think Harrods, Dubai Mall, Mall of Emirates. Airy, spacious, full of art, installations, and entertainment. It makes you reluctant to leave. More time spent inside = more chance of buying. 2. LAYOUT You will notice that in casinos, roulette tables and slot machines take up the prime space in the building - they're always the most visible because those are the most profitable games for the casino. You will find poker rooms hidden in the farthest corner of the building because poker is played against other players and not against the house. Apart from small fees, casinos do not make much money out of it because the money is circulating among the players. In the retail world, poker rooms are sales sections. They will make you go through multiple new collections in order to reach sale - just in case a more expensive item catches your eye and you decide to buy it. 3. LACK OF TIME CUES Casinos do everything so you lose the track of time, keep having fun and gambling. There are no clocks or windows, the doors are tinted, and the atmosphere is exactly the same regardless of what time of the day it is (Sykes, Gaffney, Sykes & Posner, 2012). There's also quiet and ambient music - it gets overwhelmed by slot machine sounds and chips clinking together. The music is kept quiet and transitions seamlessly - the reason being that separate songs can provide time cues, which might make you realise how long you've spent inside. Casinos keep the music for atmospheric purposes but make sure you don't focus on it (Noseworthy & Finlay, 2009). Windows are common in malls to add to the 'grand' feeling; moreover, malls are usually open during the day only anyway so they have less incentive to keep the light out. You will rarely see a clock in a mall though, and separate stores are often windowless to eliminate time cues. Stores also use quiet, ambient, seamlessly transitioning music. Research shows that loud music drives people out of the store so they spend less time inside and buy less often (fun fact: small stores play loud music inside to avoid overcrowding) (Michel, Baumann & Gayer, 2017). 4. SCENT Casinos often have a signature scent. Fresh, pleasant smell adds to the atmosphere and leaves you wanting to spend more time inside. A study showed that people gambled on slots significantly more when the area was scented compared to when it was unscented (Hirsch, 1992). Stores use it too - research says that ambient smell increases customer satisfaction, buying, and willingness to return (Gulas & Bloch, 1995). 5. ALCOHOL Casinos often offer free alcohol. It adds to the feeling of hospitality but the main reason is that alcohol reduces inhibition which leads to riskier gambling (Baron & Dickerson, 1999). [personal interpretation alert] Luxury boutiques often offer you free champagne; however, it is less common in the retail industry. It also feels more oriented towards hospitality and luxurious experience rather than control inhibition because the context of a retail store is not particularly congruent with alcohol consumption. Regardless, even small amounts of alcohol can reduce inhibition which potentially increases how much we buy so a glass of champagne could well be a strategic trick. What do you think? *** I hope you enjoyed the read! I regularly create content around fashion psychology (Psych But Fashion) - if you're interested to learn more, visit my profile where I have links to my social media accounts. Thank you for reading, BEA REFERENCE LIST Baron, E., & Dickerson, M. (1999). Alcohol consumption and self-control of gambling behaviour. Journal of Gambling Studies, 15(1), 3-15. Finlay, K., Marmurek, H. H., Kanetkar, V., & Londerville, J. (2010). Casino décor effects on gambling emotions and intentions. Environment and Behavior, 42(4), 524-545. Gulas, C. S., & Bloch, P. H. (1995). Right under our noses: Ambient scent and consumer responses. Journal of Business and Psychology, 10(1), 87-98. Hirsch, A. R. (1992). Effect of an ambient odor on slot.machine usage in a Las Vegas casino. Unpublished report: Smell & Taste Treatment and Research Foundation, Ltd. Michel, A., Baumann, C., & Gayer, L. (2017). Thank you for the music–or not? The effects of in-store music in service settings. Journal of Retailing and Consumer Services, 36, 21-32. Noseworthy, T. J., & Finlay, K. (2009). A comparison of ambient casino sound and music: Effects on dissociation and on perceptions of elapsed time while playing slot machines. Journal of Gambling Studies, 25(3), 331-342. Sykes, K., Gaffney, C., Sykes, T., & Posner, I. (2012). Sustainability in casino design and operation:“Green” is good for the bottom line. World Journal of Science, Technology and Sustainable Development.
[DISCUSSION] Retail stores use casino tricks to keep you inside longer
Hi everyone, I'm back with some more shopping research:) In this post, I draw parallels between casinos and retail stores - they both use similar tricks to keep you inside for as long as possible. Enjoy the read! 1. THE GRAND PRINCIPLE OF 'PLAYGROUND' CASINOS Have you ever wondered why casinos are so spacious and grand? New ones built in the early 2000s are constructed according to the 'playground' (luxurious resort-like) principle. It aims to create a festive holiday feeling with entertainment, installations, art, high ceilings etc. This makes you enjoy the experience even beyond playing games so you don't want to leave - it increases the chance that you will eventually place a bet somewhere (Finlay, Marmurek, Kanetkar & Londerville, 2010). Modern shopping malls use a similar idea to keep you inside - think Harrods, Dubai Mall, Mall of Emirates. Airy, spacious, full of art, installations, and entertainment. It makes you reluctant to leave. More time spent inside = more chance of buying. 2. LAYOUT You will notice that in casinos, roulette tables and slot machines take up the prime space in the building - they're always the most visible because those are the most profitable games for the casino. You will find poker rooms hidden in the farthest corner of the building because poker is played against other players and not against the house. Apart from small fees, casinos do not make much money out of it because the money is circulating among the players. In the retail world, poker rooms are sales sections. They will make you go through multiple new collections in order to reach sale - just in case a more expensive item catches your eye and you decide to buy it. 3. LACK OF TIME CUES Casinos do everything so you lose the track of time, keep having fun and gambling. There are no clocks or windows, the doors are tinted, and the atmosphere is exactly the same regardless of what time of the day it is (Sykes, Gaffney, Sykes & Posner, 2012). There's also quiet and ambient music - it gets overwhelmed by slot machine sounds and chips clinking together. The music is kept quiet and transitions seamlessly - the reason being that separate songs can provide time cues, which might make you realise how long you've spent inside. Casinos keep the music for atmospheric purposes but make sure you don't focus on it (Noseworthy & Finlay, 2009). Windows are common in malls to add to the 'grand' feeling; moreover, malls are usually open during the day only anyway so they have less incentive to keep the light out. You will rarely see a clock in a mall though, and separate stores are often windowless to eliminate time cues. Stores also use quiet, ambient, seamlessly transitioning music. Research shows that loud music drives people out of the store so they spend less time inside and buy less often (fun fact: small stores play loud music inside to avoid overcrowding) (Michel, Baumann & Gayer, 2017). 4. SCENT Casinos often have a signature scent. Fresh, pleasant smell adds to the atmosphere and leaves you wanting to spend more time inside. A study showed that people gambled on slots significantly more when the area was scented compared to when it was unscented (Hirsch, 1992). Stores use it too - research says that ambient smell increases customer satisfaction, buying, and willingness to return (Gulas & Bloch, 1995). 5. ALCOHOL Casinos often offer free alcohol. It adds to the feeling of hospitality but the main reason is that alcohol reduces inhibition which leads to riskier gambling (Baron & Dickerson, 1999). [personal interpretation alert] Luxury boutiques often offer you free champagne; however, it is less common in the retail industry. It also feels more oriented towards hospitality and luxurious experience rather than control inhibition because the context of a retail store is not particularly congruent with alcohol consumption. Regardless, even small amounts of alcohol can reduce inhibition which potentially increases how much we buy so a glass of champagne could well be a strategic trick. What do you think? *** I hope you enjoyed the read! I regularly create content around fashion psychology (Psych But Fashion) - if you're interested to learn more, visit my profile where I have links to my social media accounts. Thank you for reading, BEA REFERENCE LIST Baron, E., & Dickerson, M. (1999). Alcohol consumption and self-control of gambling behaviour. Journal of Gambling Studies, 15(1), 3-15. Finlay, K., Marmurek, H. H., Kanetkar, V., & Londerville, J. (2010). Casino décor effects on gambling emotions and intentions. Environment and Behavior, 42(4), 524-545. Gulas, C. S., & Bloch, P. H. (1995). Right under our noses: Ambient scent and consumer responses. Journal of Business and Psychology, 10(1), 87-98. Hirsch, A. R. (1992). Effect of an ambient odor on slot.machine usage in a Las Vegas casino. Unpublished report: Smell & Taste Treatment and Research Foundation, Ltd. Michel, A., Baumann, C., & Gayer, L. (2017). Thank you for the music–or not? The effects of in-store music in service settings. Journal of Retailing and Consumer Services, 36, 21-32. Noseworthy, T. J., & Finlay, K. (2009). A comparison of ambient casino sound and music: Effects on dissociation and on perceptions of elapsed time while playing slot machines. Journal of Gambling Studies, 25(3), 331-342. Sykes, K., Gaffney, C., Sykes, T., & Posner, I. (2012). Sustainability in casino design and operation:“Green” is good for the bottom line. World Journal of Science, Technology and Sustainable Development.
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