Way finding and Menu design

Which feature is MOST likely to aid wayfinding in a shopping mall?

• Symmetrical layout

• Complex signage

• Visual landmarks

• Long corridors

In Dogu and Erkip's (2000) study, which factor was identified as most important for wayfinding?

• Presence of maps

• Signage system

• Floor numbering

• Verbal instructions

Why did most shoppers in Dogu and Erkip's study find "You Are Here" maps insufficient?

• They were overly detailed.

• They were poorly positioned.

• They lacked pictographs.

• They were too small to read.

What is the term used to describe the way people navigate and plan their routes through spaces?

• Spatial reasoning

• Wayfinding

• Cognitive mapping

• Geographical orientation

What method was used in Gil et al.'s (2009) study to track shopper movements?

• Eye-tracking

• GPS tracking

• CCTV surveillance

• Self-reports

What was a significant finding from Gil et al.'s study regarding shopping behavior?

• Shoppers avoid symmetrical layouts.

• Behavior is influenced by product location.

• More interaction happens in crowded spaces.

• Shoppers spend equal time in all sections.

What is the MAIN advantage of using CCTV to track consumer behavior?

• It is inexpensive.

• It provides objective data.

• It improves ecological validity.

• It reduces ethical concerns.

What concept explains why short menus are often more profitable?

• Primacy and recency effects

• Reduced cognitive load

• Visual landmarks

• Bureaucratic organization

Which factor could make wayfinding difficult in a shopping mall?

• Simple maps

• Logical floor numbering

• Bureaucratic directory systems

• Symmetrical corridors

What is a limitation of using surveys in wayfinding studies?

• They are time-consuming.

• They rely on self-reported data.

• They require complex statistical analysis.

• They are unsuitable for large populations.