1. The document discusses strategies for both stores and customers - stores aim to sell as much as possible using marketing psychology, while customers should only buy what they need. 2. It notes stores have advantages like science and market research to influence purchasing decisions, while customers only have their attention and mind to resist impulse buys. 3. The document provides tips for both parties, like stores finding new ways to attract customers and customers making lists and checking prices to avoid unnecessary purchases.

1. ATTENTION,
ATTENTION,
ATTENTION AGAIN
Class: A Crash Course on Creativity
Professor Tina Seelig, Stanford University
Student: Vilija Herrera
October 30 2012

2. MY INSIGHTS
 Here are two opposite strategies:
 One for the store – to sell as much as possible
 One for myself – to buy only what I need
 “ The Powers” are not equal:
 The stores have on their side :
 Science – Psychology they find out why we buy and what affects our decisions
 Market research they track how we walk, and how we pick items
 We have only our ATTENTION and mind.

3. HIDDEN OPPORTUNITIES
For Store business For my business
 Find out a new way how ATTENTION!
to “catch us”,  Keep eye on your own
because we share our insights on how it works: business:
 Color scheme  Enter store with a list what do
 red color attracts you need
 Layout of items  Go to the store with a friend
 in eye level – more expensive items , who will ask you :
below -less expensive  Are you sure?
 many impulse items are located on our  Do you really need it?
walking patterns
 Isn`t your house already
 most needed items are located on the
back of the store. They tempt us to
as a warehouse?
walk through and buy something
 Check if it is the right
 Using music and smell
 Make us forget why we came here
price, twice

4. WHAT TYPES OF THINGS HAD
I MISSED BEFORE?
 Personnel does not have a script to follow with
each customer any more:
 it is difficult to find salesperson when a customer has a question.
 There are more hidden built-in security devices
 In a club or distinctive type of stores (Costco,
Baskins):
 there are more customers “on a mission” and they are shopping
fast,
 there are no showcase-windows or they are covered,
 however, the customer feels significant and exclusive in these
shops, because only members can come in, and the sales
persons are very pleasant.

5. WHAT DID SURPRISE ME THE MOST?
 It looks that it is O.K. to take pictures in the store,
but if you ask for permission to take some pictures
for your class assignment, you will hear “Sorry, no”.
 Are they afraid that the store will appear in negative
context?
 What do you think about it?

6. ARE THERE OPPORTUNITIES HIDDEN IN PLAIN
SIGHT?
 Sure, there are!
 If you pay ATTENTION
 No, there is not!
 If you do not pay ATTENTION

7. EVIDENCE