1. Apple Stores: Relieving anxiety since 2001 Lauren Hedinger & Christina Norair

2. We learned in class: Boys like: Competitive games Sports metaphors War metaphors Eye-hand coordination Light and sound effects Girls like: Computers as learning tools Feedback Emphasis on words Absence of…  That stuff

3. Women: - are great influencers in 50% of all consumer electronics purchase decisions - are the primary personal computer users in 7.3 million U.S. households (25% of American home with PCs). -Traditionally control the household budget - Are primarily responsible for the after-hours education of children Movement to target women in advertising: Compaq Computer Corp, Tandy Corp., Digital Equipment Corp. Packard-Bell Electronics Inc. and Apple Computer Inc.

6. More specifically and uniquely…Apple Stores! First Apple Store in McLean, VA in May, 2001 105 stores nationwide Software photo kids theater Music

7. Our Study: Please help us with our Psych survey and answer the following: GenderMF Age: 15-2425-3435-4445-5455-64 65 and above How comfortable do you feel in the Apple store? Very comfortableVeryUncomfortable 1234567 8 9 10 When you left your home, did you intend to come to the Apple Store? Y /N Have you ever purchased an apple product (other than ipod)? What do you use it for? Businesspersonal/entertainment 12 345678910 If you have used both Macs and Pcs, how would you rate your preferences? Mac indifferent PC 12 345678910 Thank you for your time! Have a good day!

8. How Comfortable are you in the Apple Store? Scaled Preferences: 1(Very Comfortable) to 10 (very uncomfortable)

9. When you left your home, did you intend on coming to the Apple Store?

10. We went to both Apple vs. Comp USA …and ran into trouble with the “authorities” - 10 min. in Apple Store: 32 women, 22 men - 10 min. in Comp USA: 4 women, 14 men

11. How do you rate your preferences between Macs and PCs? 1(strongly prefer Macs) to 10(strongly prefer PCs)

12. If You Own a Mac, What do you use it for? Scaled from 1(Business) to 10(Personal/Entertainment)

13. Do Apple Stores target women? Equally targets both sexes (unlike most other computer stores) Primarily for personal/entertainme nt usage Gender neutral environment: –Aesthetics –Location –Interactive Environment Increased comfort with the product = decreased anxiety