Ipulse Buying

1222 Words5 Pages
Rasheena Rattu

The aim of this project is to understand how visual merchandising can impact young adults impulse buying patterns.
During the project I will create surveys for face to face interaction, experimental studies in controlled and structured environments such as toy stores which then would develop into case study on particular families which were interesting during the experiment.
Identify-I would like to identify the key factors of visual merchandising for young adults – what works best, what persuades a young adult to buy?
Compare- the different technique that works with different ages for example, a particular technique would work better with a 7 year old rather than as 15 year old. Look at different stores
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A psychology experiment was done in the U.K. in 2006 by psychology professors Helga Dittmar from the University of Sussex, Suzanne Ive from the University of Sussex, and Emma Halliwell of the University of the West of England. Their findings from their experiment have been published in Developmental Psychology in 2006. Their study is also a part of the American Psychological Association her in the U.S. Their experiment is called “Does Barbie Make Girls Want to Be Thin? The Effect of Experimental Exposure to Images of Dolls on the Body Image of 5- to 8-Year-Old Girls.”
In their experiment “a total of 162 girls, from ages 5 to age 8, were exposed to images of either Barbie Dolls, Emme dolls (U.S. size 16), or no dolls (baseline control) and then completed assessments of body image." The professors discovered that those exposed to Barbie doll images produced “lower self-esteem and a greater desire for a thinner body shape than in the other exposed conditions.” Although, the oldest girls did not have an immediate negative impact from the Barbie doll images. The study concluded that “these findings imply that, even if dolls cease to function as aspirational role models for older girls, early exposure to dolls epitomizing an unrealistically thin body ideal may damage girls’ body image, which would contribute to an increased risk of disordered eating and weight cycling."(Dittmar, Suzanne Ive, and Emma Halliwell. "Does Barbie Make Girls Want to Be Thin?
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