Creating Atmosphere
Another way to boost participation is with atmosphere. Atmosphere is really just a state of mind that you can create. Think about the following locations and the atmosphere they purposefully create:
Hardware stores
Bookstores
Malls
Casinos
Theme restaurants
Amusement parks
Sporting goods stores
Bars
Hospitals
Law offices
Each establishment is vastly different, but when you walk in, you know immediately the atmosphere or feeling that it evokes. In this way, the atmosphere moves you. Antique stores purposefully create an atmosphere of chaos. They appear to be unorganized with everything strewn around or disheveled. This is done so that customers believe they have stumbled upon a great find, a piece of buried treasure. Nike Town is a set of stores, each with an athletic theme. If the customer is successfully seduced by the excitement and energy of the athletic atmosphere, he will want to make himself just a little worthier of it. This means buying a new pair of Nikes.
Music
Music is an important part of atmosphere. In department stores, shoppers who are exposed to music shop 18 percent longer and make 17 percent more purchases than shoppers in stores not playing music. There are even rhythms, pitches, and styles of music that are best for different shoppers. Grocery shoppers respond best to slow tempos. Fast food restaurants need a higher number of beats per minute. For the use of music to be effective, customers can’t really be aware of it—the music should not be overpowering, rather it should be merely an atmospheric presence.
Taken From : Maximum Influence : The 12 Universal Laws of power Persuasion
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