Corporate v. Non-Corporate

Annotated Bibliography 9:


Fig.1. Starbucks logo; example of corporate coffee shop

Carman, Tim. “Starbucks is over downtown Washington. These coffee shops are so much better.” The Washington Post, 5 April 2017.

In his article “Starbucks is all over downtown Washington. These coffee shops are so much better”, Tim Carman discusses the new non-corporate coffee shops that are beginning to push Starbucks aside. Interestingly, it’s not just Compass Coffee that is over taking the downtown area but also Swing’s Coffee and La Colombe. On one hand, Compass Coffee is striving to become the “Starbucks of the East Coast”. On the other, La Colombe is becoming a “weekend destination”. Additionally, Swing’s Coffee uses favorable lease terms and the perfect space to stay in business.

However, knowing what the competition looks like between the non-corporate and corporate coffee shops can aid in understanding what the future may look like for these stores. In addition, it is helpful to know which parts of the coffee shops make them desirable. Knowing unique characteristics can offer an explanation as to why individuals are picking non-corporate shops over the bigger corporations

Annotated Bibliography 10:


Murray, Kyle B. “The effect of weather on consumer spending.” Journal of retailing and consumer services, vol. 17, no. 6, Nov. 2010, pp. 515-520. DOI: 10.1016/j.jretconser.2010.08.006

In his article “The effects of weather on consumer spending”, Kyle Murray provides a series of evidence found in studies proving that the weather does effect mood and spending. To start, studies showed that bad weather (i.e., rain or snow) tends to keep people at home. Looking at substantial research in psychology their is a positive correlation between weather and mood. For example, an individual who is exposed to sunlight will walk away in a better mood than before. This is because sun exposure produces serotonin, the calming hormone in the brain. Additionally, studies showed that artificial lights works just as well with SAD depressed patients. However, according to empirical research, consumers in positive moods evaluate products much more favorably than they would in a neutral mood. In addition, individuals in a positive mood are more likely to spend more money and self-reward themselves.

I took this picture at the Farragut location of Compass Coffee. Observe the large window allowing lots of light to enter the store. Even though it was raining at the time, the light still fills the room.

In comparison with my other sources, this article can offer more of an understanding as to why a consumer may behave the way they do. At Compass Coffee, there are giant windows letting in large amounts of natural light. When looking at the article prior, we see the shift in consumers form corporate coffee shops to non-corporate. Perhaps, this is due to the natural light in the smaller shops. In addition, I think this is a credible source.


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