Saucier, Rick D.
Dr. Saucier is Assistant Professor of Management at St. John’s University, Collegeville, Minnesota. He received his D.B.A. from California Pacific University.2001 0-7734-7598-2
There is a growing recognition that space affects customer behavior and that design and the increasing use of atmosphere is an important shaper and modifier of customer behavior.This project investigates various strategies that best accomplish an objective of encouraging customers to shop for longer periods of time. Specific strategies explored include circulating customers throughout the entire store more effectively, creating turbulences or obstacles to slow the customer down, increasing customer comfort levels within a store, employing atmospherics to affect customers’ perception of time, and facilitating shopping efficiency to allow customers more time for browsing.2008 0-7734-5116-1
While researchers and writers in the marketing profession tend to discuss ethics using a broad-based approach or through case studies, this work provides an in-depth examination of particular issues facing the marketing professional such as fear appeals, intrusiveness, and the marketer’s contribution to America‘s materialistic culture. Addressing these ethical challenges, the author explains how and why the profession needs to change its practices.