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

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.



Citation:

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.

Authors

Gaby Schellekens, Erasmus University Rotterdam, The Netherlands
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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