Have you ever noticed that when you walk into a shop, you tend to look over or veer to the right? Consumer psychologists say this is a classic biological trait, linked to most people's preference for using their right hand. While it's something we tend to do in shops as well as places such as museums and art galleries, supermarkets really capitalise on this. It’s to the right where you'll see temporary displays of products designed to grab your attention and entice you to make a snap purchase. This can be anything from fresh flowers and chocolates to umbrellas if it's been raining.
Consumer psychologist and Senior Lecturer at Deakin University Dr Paul Harrison says the location of a store's entry point has a significant effect on how people shop, and even how much they spend. 'Right-hand side entries favour anti-clockwise movement through the shop, while left-hand side entries favour clockwise patterns. Research in the US has shown that shoppers who travel in an anti-clockwise direction will spend, on average, two dollars more per trip than clockwise shoppers.'
Contrary to popular belief, once we're in the store most of us don't weave up and down the aisles in an orderly way. Research conducted on shopper movement patterns in-store suggests people travel to some aisles only, and rarely in a systematic up-and-down pattern. Even longer, planned shopping trips follow this pattern.
The most common path to travel in-store is around the outside perimeter, dipping in and out of the aisles as needed. As a result, the ends of each aisle are the most profitable part of the store. Product manufacturers pay big dollars to place their products there to grab shoppers' attention, and it's usually familiar brands that provide the greatest profit margin.
Many supermarkets micro-manage the various fresh food sections of the shop. Instead of approaching the shop as a single entity, they separate areas into particular zones and have developed different marketing plans for each of these areas. These anchor departments usually include fresh fruit and vegetables, meat, dairy, and the bakery—and all are designed to give shoppers a sense of individual difference. Research indicates consumers will spend more time in the supermarket because of these different zones.
Ever walked into a big supermarket just to buy some bread and milk and found yourself leaving with a basket of additional items? A classic retailing trick is to locate the milk and bread at the very back of the store (often at either end) to encourage short-term shoppers to walk right through the shop and be tempted by the other, more expensive products along the way.
According to Harrison, no matter what we might like to think, it’s human nature to be attracted to a bargain. Although we think we know we're being manipulated, we tend to fall for it anyway.' Even the word 'special' plays on our subconscious. ‘Just the word sets off a psychological process in your mind where if something is labelled “special” we think it must be good. It also feeds into a theory known as the scarcity effect. This is where we think that if it's on special, then it must only be available at this shop or for a short time, and we afford it more value than the products around it.’
Confusion and emotional involvement will have an effect on how long a person spends in front of a particular area in the supermarket. You might, for example, find consumers spending a long time in front of the coffee selection area. Similarly, baby food and pet food purchases take longer because of emotional involvement.
Soups and dressings often involve long buy times because of the sometimes-confusing variety of options on offer. As a result, long buy-time products are placed where shoppers will not feel hurried, crowded or that they’re getting in the way of other customers while they work out what they're going to buy. These product areas will often be clearly marked out in a separate area.
Take a list. People who shop with a list tend to spend less.
Shop alone. People who shop as a couple tend to put more in their trolley, as each person will have their own ideas about what's important and should be purchased.
Avoid big supermarkets. Don't shop at a big supermarket if you just want to drop in and pick up a few things—you're much better off in a small store. It takes more effort to get in and out of a big supermarket, and as a result you may feel the need to stock up once you’re in there.
Eat before you shop. Don't shop when you're hungry—it's a sure-fire way to end up with a trolley full of unnecessary purchases.
AI explanationShows the answer. Tap to open.
Question Focus: Detail question - asks how shoppers usually move inside a shop
Correct Answer: C
Why this is correct: This is correct because the passage clearly says shoppers go around the outside perimeter and only enter aisles when needed. That exactly matches the idea of moving around the edge and going down aisles selectively.
Passage Reference: Contrary to popular belief, once we're in the store most of us don't weave up and down the aisles in an orderly way. Research conducted on shopper movement patterns in-store suggests people travel to some aisles only, and rarely in a systematic up-and-down pattern. The most common path to travel in-store is around the outside perimeter, dipping in and out of the aisles as needed.
Paraphrasing: Passage: 'around the outside perimeter, dipping in and out of the aisles as needed' = Option: 'around the edge and go down the aisles when they want something'
Tips: When a question asks about general behaviour, look for phrases like 'most common' or 'generally' in the passage.
Why the other options are wrong:
- A: Students may choose this because the passage mentions anti-clockwise movement. However, that depends on the shop entrance and is not described as the general movement pattern. This is a context shift trap.
- B: This has the same problem as anti-clockwise. Clockwise movement is mentioned, but only in relation to entrance position, not general behaviour. This is a context shift trap.
- D: Students may pick this because it sounds logical. However, the passage says shoppers rarely move in a systematic up-and-down way. This is a Contradiction trap.
Key Vocabulary:
- perimeter = outer edge
- systematic = organised
Question Focus: Purpose question - asks why shops place essential items at the back
Correct Answer: B
Passage Reference: A classic retailing trick is to locate the milk and bread at the very back of the store (often at either end) to encourage short-term shoppers to walk right through the shop and be tempted by the other, more expensive products along the way.
Why this is correct: This is correct because the passage directly says the purpose is to encourage shoppers to walk through the shop and be tempted to buy more expensive products.
Paraphrasing: Passage: 'walk right through the shop and be tempted by the other, more expensive products' = Option: 'It tempts you to buy more as you walk through the shop'
Tips: For WHY questions, underline the words 'to' or 'because' in the passage. They usually give you the answer.
Why the other options are wrong:
- A: This sounds practical, but staff restocking is never mentioned. This is a Not Given trap.
- C: Exercise is not mentioned anywhere. This uses real-life logic, not passage evidence. This is a Not Given trap.
- D: Temperature and food storage are never discussed here. This is a Not Given trap.
Key Vocabulary:
- locate = place
- tempted = encouraged to buy
Question Focus: Purpose question - asks why fresh food areas are separated
Correct Answer: A
Passage Reference: Instead of approaching the shop as a single entity, they separate areas into particular zones and have developed different marketing plans for each of these areas. These anchor departments usually include fresh fruit and vegetables, meat, dairy, and the bakery-and all are designed to give shoppers a sense of individual difference.
Why this is correct: This is correct because the phrase a sense of individual difference means shoppers feel like they are in separate shops, not one single space.
Paraphrasing: Passage: 'a sense of individual difference' = Option: 'visiting more than one shop'
Tips: Abstract phrases are often paraphrased in the options. Ask yourself what the idea really means in simple words.
Why the other options are wrong:
- B: Expert staff are not mentioned at all. This is a Not Given trap.
- C: Extra customer service is never stated as a reason. This is a Not Given trap.
- D: Smell or aroma is not discussed here. This is a Not Given trap.
Key Vocabulary:
- entity = single unit
- zones = separate areas
Question Focus: Detail question - asks what the word 'special' implies
Correct Answer: D
Passage Reference: 'Just the word sets off a psychological process in your mind where if something is labelled 'special' we think it must be good. It also feeds into a theory known as the scarcity effect. This is where we think that if it's on special, then it must only be available at this shop or for a short time, and we afford it more value than the products around it.'
Why this is correct: This is correct because the passage mentions all three ideas. We think it is good, rare, and available for a short time, so all statements are included.
Paraphrasing: Passage: 'must be good' + 'only be available at this shop or for a short time' = Option: 'all of the above'
Tips: When several options are clearly supported, check carefully if there is an 'all of the above' choice.
Why the other options are wrong:
- A: This is true, but it is only part of the explanation. Alone, it is incomplete. This is a Partial truth trap.
- B: This is also true, but only one aspect of the scarcity effect. This is a Partial truth trap.
- C: This is mentioned, but again it is not the full meaning by itself. This is a Partial truth trap.
Key Vocabulary:
- scarcity = limited availability
- afford value = think it is worth more
Question Focus: Detail question - asks why shoppers spend longer in some sections
Correct Answer: D
Passage Reference: Confusion and emotional involvement will have an effect on how long a person spends in front of a particular area in the supermarket. Soups and dressings often involve long buy times because of the sometimes-confusing variety of options on offer. Similarly, baby food and pet food purchases take longer because of emotional involvement.
Why this is correct: This is correct because the passage clearly links too much choice with confusion and who we are buying for with emotional involvement.
Paraphrasing: Passage: 'confusing variety of options' + 'emotional involvement' = Option: 'too much choice and who we are buying for'
Tips: When two causes are mentioned in the passage, look for an option that includes both, not just one.
Why the other options are wrong:
- A: Price and freshness are not mentioned as reasons for long buying time. This is a Not Given trap.
- B: Quality is never discussed in this context. This is a Not Given trap.
- C: Brands are not the reason given. Emotional involvement is about the buyer, not the brand. This is a Context shift trap.
Key Vocabulary:
- variety = many choices
- emotional involvement = personal feelings
Question Focus: Inference question - asks which behaviour increases spending
Correct Answer: C
Passage Reference: Avoid big supermarkets. Don't shop at a big supermarket if you just want to drop in and pick up a few things-you're much better off in a small store. It takes more effort to get in and out of a big supermarket, and as a result you may feel the need to stock up once you're in there.
Why this is correct: This is correct because the passage explains that being in a big supermarket makes you feel the need to buy more items.
Paraphrasing: Passage: 'feel the need to stock up' = Option: 'will make you spend more'
Tips: Watch out for advice sections. If the writer says 'avoid X', it usually means X causes a problem.
Why the other options are wrong:
- A: The passage says people with a list spend less, not more. This is a Contradiction trap.
- B: Shopping alone is said to reduce spending. This is a Contradiction trap.
- D: Eating before shopping helps you avoid unnecessary purchases. This is a Contradiction trap.
Key Vocabulary:
- stock up = buy a lot
- avoid = try not to do
General Tips:
- MCQ questions follow passage order. Use the location of the previous answer to help you find the next one faster.
- Always read all options before choosing. The first one that sounds right is not always the best.
- Be careful with options that sound logical in real life. Only choose what the passage actually says.
- Look for paraphrases. IELTS rarely repeats the same words from the passage.
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