Avionics News June 2016 - 67

customers to think it's traditional, so you may want to
display it on a glass table.
5. Emotions. Controlling your customers' arousal
- whether they're relaxed or excited - can affect
their perception of your products. In one study, when
subjects watched a video with a relaxing sound track
and then were asked to bid on a variety of products,
they perceived those products' monetary value to be
more than 10 percent more than their actual cost, while
a nonrelaxed (but not stressed) group that watched a
different video didn't. Relaxed customers also focused
more on what the products could do for them abstractly
instead of considering the products' concrete features.
Excited customers, though, tend to be more impulsive.
In an aggressive buying state, they're less inclined
to resist temptation. In the case of researchers at
Indiana University and the University of Houston, that
temptation was candy. In their study, one group watched
a positive, but calm video, while the other watched a
positive, exciting video; both were asked to choose a

snack, either grapes or M&Ms. The excited group was
more likely to eat the candy then the calm group. The
researchers suggested that the state of excitement causes
a shortage of mental energy and willpower, which could
imply that customers fresh off a demo flight are more
inclined to make purchases than those who just stop by.
Still, the difference between these last two studies
highlights some of the challenges of applying any of
this research to your shop. In abstract terms, they're
all intriguing ideas; in practical ones, tweaking all
the different variables requires you to be conscious
to everything that's going on in a customer's mind as
he enters your business. You can never be sure what a
customer is feeling.
Whether you buy any of these ideas or not isn't
the point. When customers come through your door,
you'll need to have an atmosphere in your shop that
says you're ready to sell. As we learn more about that
environment, it seems there may be more to that than
you've ever previously imagined. q

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avionics news

13/05/16 13:27

june

2016

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