Avionics News June 2016 - 66

BUSINESS BASICS

Continued from page 65

Your volume relates to the threedimensional box of your space,
such as your hangar, showroom
and conference room. Meyers-Levy
tested customers' perceptions of
ceiling height, and she found that

it affects how customers process
information. In cases where the
space had a ceiling of 10 feet or
higher, customers expressed a
feeling of freedom; in those with a
standard 8-foot residential height,
they reported feeling intimacy and
coziness.
This is important because

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66

avionics news

*

june

2016

customers sensing freedom
are primed for big ideas like
exploration, creative thinking
and abstract ideas. Those sensing
intimacy are primed to look at
details.
"It's not that one is better than
the other, per se, it's just what your
goal is," she said.
For instance, you should sell
avionics upgrades in relatively
lofty, open spaces, and specific
equipment selections in
conversation nooks.
What's more, volume may not
necessarily just mean height. "It's
the sense of spaciousness around
you," she said. Interior walls
painted light, airy colors create
lofty spaces, while darker colors
create intimate ones.
4. Fixtures. You probably don't
put much thought into your shop
fixtures - display cases, demo
stands and so forth - but MeyersLevy suggested you should.
In a study, she looked at how
merchandise on displays of two
different materials, glass-andsteel and wood, are perceived by
customers. She found that you
could shape perceptions there, too.
Materials subconsciously
prime the customer with different
concepts. Wood, for example, can
be considered earthy, natural or
traditional, while glass is modern,
stylish or technical - as in a
glass skyscraper or a glass panel.
Customers use those associations
to shape the way they look at
products.
"They view the product, when
it's on wood, as being more natural,
and the same product, when they
view it on the glass, they view it as
more modern," Meyers-Levy said.
"So the associations to the table
surface carry over."
Consider that if you're selling a
handheld navigator. You don't want



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Table of Contents for the Digital Edition of Avionics News June 2016

No label
Avionics News June 2016 - Intro
Avionics News June 2016 - Cover1
Avionics News June 2016 - Cover2
Avionics News June 2016 - No label
Avionics News June 2016 - 2
Avionics News June 2016 - 3
Avionics News June 2016 - 4
Avionics News June 2016 - 5
Avionics News June 2016 - 6
Avionics News June 2016 - 7
Avionics News June 2016 - 8
Avionics News June 2016 - 9
Avionics News June 2016 - 10
Avionics News June 2016 - 11
Avionics News June 2016 - 12
Avionics News June 2016 - 13
Avionics News June 2016 - 14
Avionics News June 2016 - 15
Avionics News June 2016 - 16
Avionics News June 2016 - 17
Avionics News June 2016 - 18
Avionics News June 2016 - 19
Avionics News June 2016 - 20
Avionics News June 2016 - 21
Avionics News June 2016 - 22
Avionics News June 2016 - 23
Avionics News June 2016 - 24
Avionics News June 2016 - 25
Avionics News June 2016 - 26
Avionics News June 2016 - 27
Avionics News June 2016 - 28
Avionics News June 2016 - 29
Avionics News June 2016 - 30
Avionics News June 2016 - 31
Avionics News June 2016 - 32
Avionics News June 2016 - 33
Avionics News June 2016 - 34
Avionics News June 2016 - 35
Avionics News June 2016 - 36
Avionics News June 2016 - 37
Avionics News June 2016 - 38
Avionics News June 2016 - 39
Avionics News June 2016 - 40
Avionics News June 2016 - 41
Avionics News June 2016 - 42
Avionics News June 2016 - 43
Avionics News June 2016 - 44
Avionics News June 2016 - 45
Avionics News June 2016 - 46
Avionics News June 2016 - 47
Avionics News June 2016 - 48
Avionics News June 2016 - 49
Avionics News June 2016 - 50
Avionics News June 2016 - 51
Avionics News June 2016 - 52
Avionics News June 2016 - 53
Avionics News June 2016 - 54
Avionics News June 2016 - 55
Avionics News June 2016 - 56
Avionics News June 2016 - 57
Avionics News June 2016 - 58
Avionics News June 2016 - 59
Avionics News June 2016 - 60
Avionics News June 2016 - 61
Avionics News June 2016 - 62
Avionics News June 2016 - 63
Avionics News June 2016 - 64
Avionics News June 2016 - 65
Avionics News June 2016 - 66
Avionics News June 2016 - 67
Avionics News June 2016 - 68
Avionics News June 2016 - 69
Avionics News June 2016 - 70
Avionics News June 2016 - 71
Avionics News June 2016 - 72
Avionics News June 2016 - Cover3
Avionics News June 2016 - Cover4
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