Space Design in Starbucks from the Perspective of Behavioral Psychology

Changyou Wu; Yi Liu
September 2014
Applied Mechanics & Materials;2014, Issue 638-640, p2298
Academic Journal
Experience economy is heading towards the market. Such mode of operation on the basis of experience for the design, production, processing, services, and education is gradually being accepted by the market and brand experiential marketing will be accepted by the majority of consumers. On the one hand, experiential economy will provide a comfortably material consumption space for consumers; on the other hand, it also provides the consumer space of psychological experience for consumers. This type of commercial experiential space will become increasingly concerned by operators and consumers. In this paper, we take the needs, motivations, interests, using experiential marketing at Starbucks as an example, to explore the design space from the perspective of behavioral psychology, including the elaboration of relevant theories and explaining how to use the space designed specifically to improve marketing performance.


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