Go Green, Buy More? Understanding Nature's Influence
Psych 🧠- 414/500
Reader,
Do you think about how some stores are filled with plants and natural elements?
This paper explores the surprisingly subtle ways nature influences our shopping habits and decisions, from our emotions to our deeper goals.
What is it?
This article discusses how nature influences consumer behavior, focusing on real and virtual (represented) nature interactions in both indoor and outdoor spaces.
It builds on the stress reduction and goal-systems theory to explain how nature can activate semantic associations and influence consumer judgments and decisions.
Key Findings:
Nature can activate positive emotions (e.g., calmness) and cognitions (e.g., environmental awareness) that influence consumer decisions.
The marketplace can influence the mind using real and virtual natural environments.
The effects of virtual imagery influence the consumers minds, causing them to make more thoughtful decisions.
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What do I need to know:
Adding nature elements (real or represented) to stores, packaging, or advertisements can be a powerful marketing tool.
By understanding how nature activates semantic associations, marketers can better influence consumers to make choices that align with their values.
These findings are important for a world increasingly concerned with sustainability, health, and well-being.
Source:
https://myscp.onlinelibrary.wiley.com/doi/full/10.1002/jcpy.1457?campaign=wolearlyview