What Role Does Gladwell Play In The Art Of Consumerism

In today’s society, the art of consumerism serves as a crucial element that companies and stores must perfect in order to gain the attraction of their everyday consumers. Every detail, from the layout, lighting, and color scheme portrayed throughout the store serve the purpose of appealing to their targeted customers. Coinciding with this, it is indisputable that certain outside factors play a role in the attraction of consumers; specifically, the holidays. Black Friday, for instance, in the United States, initiates the holiday season, in which families and individuals all across the nation find themselves mindlessly spending and impulse buying until their wallets break, unable to resist the discounts. Additionally, grand openings equally contribute

Malcolm Gladwell’s claim introduced in The Science of Shopping that the average American walks the way they would drive heavily influences the position in which items are placed (Gladwell). This was immediately portrayed, as the first thing one would stumble across upon entering was a table of shirts strategically positioned on the shopper’s right side. This particular table not only demonstrated Gladwell’s assertion, but, when taken into consideration with the placement of products all over the store, exemplified the store’s understanding of their own consumer base. To elaborate, this certain table happened to contain Adidas merchandise at a very discounted price; perhaps the lowest-priced pieces of clothing in the store. It can go without being said that these shirts were not the most sought after products in the store. This however, goes to show how, regardless of quality or demand, the idea is to place the most appealing, in regards to price, items in front in order to gain the attention of the shopper and entice them into continuing on through the rest of the store in hopes to find deals as great as the ones found in their first encounter. As described in What’s in a Package, consumers sometimes prioritize “a great deal… perhaps even more than what is actually in the package,” (Hine). More along this point, the shoes, being the more sought-after products under the Adidas name, were

Whether or not one would consider it pure manipulation, companies definitely have their methods of strategically maneuvering their customer’s paths. A store’s aesthetic and mood can often pander to their consumers, and the case was no different with Adidas. Upon observation, there were several aspects that contributed to the store’s overall look that, in turn, served to reveal the store’s targeted consumer base and message. For one, the consistent color scheme throughout the store set the tone that corresponds to the majority of Adidas’ overall aesthetic. Being that most of their clothing consists of simple designs, the store’s design made sure to follow along. From left to right, the room was dominated by the plain colors of gray, black, and white. These colors, reflected in the clothing as well, appeal to those who prefer a more subtle, simple, and clean look in their clothing. Some may argue the clothing choice is too simple or overpriced, however consumers tend to have a sort of emotional attachment to the brands they choose, ultimately influencing their purchase. As described by Dr. Montague in Buyology, there is a “mute tug-of-war between rational and emotional thinking,” present when choosing where to shop (Lindstrom). Additionally, the store’s lighting is another factor