Two Small Steps, One Giant Leap: Effect of Movement Signals on Consumers’ Walking Speed

Gaby Schellekens, Erasmus University Rotterdam, The Netherlands
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands
This research examined the effects of movement signals on consumers walking path and walking speed. Study 1 showed that a path of footprints (vs. no footprints) on an alternative walking route led to a greater preference for this route (over the dominant route). Additionally, exposure to a path with a larger (vs. smaller) distance between footprints placed on a human walking rhythm led participants to walk faster. Study 2 replicated these findings with non human shapes (squares) on the same walking rhythm, and study 3 with squares in a row (a non human rhythm). This insight in movement signals provides retailers with a possibility to create an efficient customer traffic flow.
[ to cite ]:
Gaby Schellekens and Bram Van den Bergh (2011) ,"Two Small Steps, One Giant Leap: Effect of Movement Signals on Consumers’ Walking Speed", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.