Benefit Non-Disabled with Accommodations

Why don’t retailers devote more resources to accommodating the special needs of shoppers with disabilities? Researchers at Dartmouth College and University of South Carolina say it’s because retailers are thinking that most shoppers aren’t thinking about those special needs, or if the retailers and shoppers are aware of the special needs, they object to the downsides for themselves of making accommodations.
     The result is that retailers believe shoppers will react negatively to disability accommodation initiatives. Based on this hypothesized explanation, the researchers tested ways to ease consumer resistances.
     In one study, participants were presented with a scenario in which the accommodations resulted in higher prices. The participants read, “Imagine you need to shop for some basic groceries, and visit a nearby grocery store. You walk through the store, and find everything you need for the week. Usually the total for this is $50, but to your surprise this time it is $58. You learn that the store has increased prices to cover the cost of ensuring that every product in the store is accessible to consumers with disabilities. For example, they have widened the aisles for wheelchair accessibility and now offer some pre-cut and pre-peeled fruits and vegetables to help those with hand dexterity issues.”
     Some of the participants also read additional text: “You realize these changes also benefit other people like yourself and people you know. For example, widened aisles will help new parents more easily navigate strollers around the store or buying the pre-cut and pre-peeled fruits and vegetables can help you eat healthier when you are busy.”
     After reading the text, each participant was asked to rate the grocery store on a scale ranging from bad to good, rate the personal costs of the shopping trip, and rate the morality of the retailer.
     Data analyses showed that on all three measures, the additional text improved the rating of the retailer and the shopping trip. None of these ratings were overall as positive as those from a group of participants who read only that the shopping trip cost $50 and read nothing about accommodations for the disabled. But for retailers who are required by law to introduce accommodations or choose to voluntarily do so in order to attract more shoppers, describing the benefits of each change for non-disabled shoppers is a promising method for easing negative reactions. For accommodation ideas, check ADA Update: A Primer for Small Business.

Successfully influence the most prosperous & most loyal consumer age group. For the specific strategies & tactics you need, click here.

Click for more…

Accommodate Disabled Shoppers’ Psychology 

Construe Differences in Disability Duration