Rushkoff Atmospherics Analysis

Atmospherics is a technique of how stores or restaurants used to make customers be less rational in their buying spree. In Rushkoff’s reading, “Atmospherics”, it describes the behaviors of customer in the designs of atmospheric in the store. The author introduces several techniques which implied to the strategy of atmospheric, such as floor plan, temperature, and lighting. According to Rushkoff’s idea of atmospheric, atmospherics have several designs for the promotion in store or restaurant. For example, Rushkoff says in the reading that Malls are designed according to atmospherics, such as their temperature and lighting. These are all designed to create a consuming atmosphere. Japonessa in Seattle downtown has the features of atmospheric technique
First, sound represents as the music that plays in the restaurant. The type of music played on a restaurant is often a good clue as to target customers’ moods. Japonessa plays the soft music that project the restaurant’s safe and relaxing image. Second, smells is the atmospheric that is least obvious to be notice but the most impact for restaurant’s atmospherics. Japonessa’s dining tables has used scented candles to create a pleasant aroma in the area. In some situations, restaurants simply use pleasant aroma to attract customer interest. This is a common motive to project a pleasing smell in restaurant. Therefore, the part of smells of coercive atmosphere provides customers a pleasant mood to eating in the restaurant. Both smells and sound target on customer’s joy to be in the
Back to Rushkoff’s idea of atmospheric, it is the idea which has been commonly used in many restaurants for a better condition in their place and also carry on their business in the market. Rushkoff defines that atmospheric could be used in part of sights and smells. Japonessa has presented an example of using atmospheric as their restaurant strategy to attract customers. Japonessa provides both sights and smells in their restaurant and has perfectly caught customer’s mood. In the part of sights, Japonessa uses color scheme and lighting to attract customer’s desire for ordering more food and staying longer. In the part of smells, Japonessa uses smells and sounds to provide customers a joy environment for having their meals. Therefore, the techniques of atmospheric can be used with different elements such as the element of sights and smells. These elements improve the customers’ desirability for food and more enjoyable in the