Featured Research

from universities, journals, and other organizations

Like shopping at home

Date:
November 12, 2013
Source:
Concordia University
Summary:
A new study proves that a sense of homeyness results in a fierce loyalty in customers, who in turn demonstrate an enthusiasm and sense of commitment that goes beyond the norms.

Why put a big comfy couch in the corner of the local bookshop? Why provide stacks of board games free of charge at the corner caf้? Why give out complimentary backstage passes after the show?

Related Articles


Because by making people feel at home in a commercial space, marketers can turn their own clients into salespeople.

A new study in the Journal of Consumer Research takes a closer look at this new trend in marketing and proves that a sense of homeyness results in a fierce loyalty in customers, who in turn demonstrate an enthusiasm and sense of commitment that goes beyond the norms. These emotionally attached customers pay higher tips, volunteer to help the business and serve as ambassadors -- convincing friends and family that a certain enterprise is particularly worthwhile.

"People start to feel at home in a commercial place when they experience that place as familiar," says study co-author Zeynep Arsel, an assistant professor in the Department of Marketing at Concordia's John Molson School of Business.

"But for that homeyness to work as a marketing tool, the sense of the familiar needs to be coupled with authentic decor, employees who are genuinely interested in what they do, high product quality and a feeling of security in the place. It also helps if consumers feel like they won't be bothered by intrusive staff or aggressive promotional tactics. For this type of marketing to work, people almost need to feel like they're not in a commercial space at all."

The sense of domesticity in the commercial space leads customers to believe they are experiencing something different, something unique to that store, restaurant or given experience. Consumers in these spaces believe they are receiving a personal gift or individual attention from the proprietor, a feeling that allows them to become intimately acquainted with the place.

To conduct the research, Arsel and co-authors Alain Debenedetti of Universit้ Paris Est -- IRG and Harmen Oppewal of Monash University interviewed people in France. Participants were asked to talk about their experiences with the commercial places they most cherish, such as caf้s and restaurants, as well as department stores, concert halls and libraries.

"Responses showed that people treat their special place as a treasured gift. In return, they want to support the establishment beyond what is expected of them," says Arsel.

"As people become attached to a commercial setting, they interpret their experiences with the place through the same ideals they would apply to private and domestic areas of their lives. As a result, the commercial characteristics of their interactions in these spaces become less important than that special bond they believe to have with the commercial space."


Story Source:

The above story is based on materials provided by Concordia University. Note: Materials may be edited for content and length.


Journal Reference:

  1. Alain Debenedetti, Harmen Oppewal, and Zeynep Arsel. Place Attachment in Commercial Settings: A Gift Economy Perspective. Journal of Consumer Research, February 2014

Cite This Page:

Concordia University. "Like shopping at home." ScienceDaily. ScienceDaily, 12 November 2013. <www.sciencedaily.com/releases/2013/11/131112123844.htm>.
Concordia University. (2013, November 12). Like shopping at home. ScienceDaily. Retrieved January 30, 2015 from www.sciencedaily.com/releases/2013/11/131112123844.htm
Concordia University. "Like shopping at home." ScienceDaily. www.sciencedaily.com/releases/2013/11/131112123844.htm (accessed January 30, 2015).

Share This


More From ScienceDaily



More Science & Society News

Friday, January 30, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Obama To Outline New Plan For Personalized Medicine

Obama To Outline New Plan For Personalized Medicine

Newsy (Jan. 30, 2015) — President Obama is expected to speak with drugmakers Friday about his Precision Medicine Initiative first introduced last week. Video provided by Newsy
Powered by NewsLook.com
Oxfam Calls for Massive Aid for Ebola-Hit West Africa

Oxfam Calls for Massive Aid for Ebola-Hit West Africa

AFP (Jan. 29, 2015) — Oxfam International has called for a multi-million dollar post-Ebola "Marshall Plan", with financial support given by wealthy countries, to help Guinea, Sierra Leone and Liberia to recover. Duration: 01:10 Video provided by AFP
Powered by NewsLook.com
Tesla 'Insane Mode' Gives Unsuspecting Passengers the Ride of Their Life

Tesla 'Insane Mode' Gives Unsuspecting Passengers the Ride of Their Life

RightThisMinute (Jan. 29, 2015) — If your car has an "Insane Mode" then you know it&apos;s fast. Well, these unsuspecting passengers were in for one insane ride when they hit the button. Tesla cars are awesome. Video provided by RightThisMinute
Powered by NewsLook.com
Now Bill Gates Is 'Concerned' About Artificial Intelligence

Now Bill Gates Is 'Concerned' About Artificial Intelligence

Newsy (Jan. 29, 2015) — Bill Gates joins the list of tech moguls scared of super-intelligent machines. He says more people should be concerned, but why? Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:

Strange & Offbeat Stories

 

Science & Society

Business & Industry

Education & Learning

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins