Consumer Behavior J' Schreiber

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Consumer BehaviorJ. Schreiber

• Chapter Thirteen (Hawkins)
• Situational Influences

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Situational Influence

• Situational influence includes all those factors
  _______________________ that do not follow from
  stable attributes of (1) ___________ and (2)
  __________, and that have an effect on current
  behavior.
• ____________________ factors that form the
  context of consumer activity.

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Four Broad Categories of Situations

• The Communications Situation
• The Purchase Situation
• The Usage Situation, and
• The Disposition Situation

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(1) The Communications Situation

• The situation in which consumers
  _____________________ has an impact on their
  behavior.
• Marketing Strategy

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(2) The Purchase Situation

• The situation in which a _______________ can
  influence consumer behavior.
• Examples

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(3) The Usage Situation

• The context in which ______________________
  affects consumer behavior and influences
  _________________________ sought.
• Buying a drink because
• Research indicates that _____________________
  strategies can produce major sales gains.

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(3) The Usage Situation

• Sometimes a product is _______ into one usage
  situation, ____________________
• Ad Campaigns to change

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(4) The Disposition Situation

• Consumers must frequently dispose of
  __________________________.
• Disposal can create significant
  ____________________ as well as _______________
  for marketers.
• Some consumers consider _________________________
  an important product attribute.

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Dimensions of Influence of Situations

• Physical surroundings
• Social surroundings
• Temporal perspectives
• Task definition
• Antecedent states

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(1) Physical surroundings

• . . .concrete physical and spatial aspects of
  the environment of CB
• Examples

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Effects of Music on Shoppers

• Supermarket store study
• Restaurant study

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The Effects of Crowding on Consumers

• __________ - how closely packed people are (i.e.,
  the physical arrangements of people in a space)
• ________ - unpleasant feelings people experience
  when they perceive densities are too high their
  control of the situation is below acceptable
  levels

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Store Location . . .

• . . . influences consumers from several
  perspectives
• __________________ - trading areas act like
  planets attract shoppers in proportion to the
  relative populations of towns
• Consumers have _________________ of a citys
  geography that __________ actual locations of
  retail stores.
• ____________________ a larger anchor in a
  mall affects the image of smaller stores around it

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Store Layout . . .

• . . . is the ____________________ that creates
  specific traffic patterns, assist retailers in
  the presentation of merchandise, and to help
  create a particular atmosphere

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Atmospherics . . .

• . . . how managers manipulate design of building,
  interior space, texture of carpets and walls,
  scents, colors, shapes, and sounds experienced by
  customers ______________________________

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Color

• Certain colors and color characteristics create
  feelings of excitement and arousal which are
  related to attention.
• ____________ are more arousing than dull ones.
• _____________ such as reds and yellows are more
  arousing than __________ such as blues and grays.

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Aroma

• There is increasing evidence that odors can
  affect consumer shopping. Several aroma studies
  have found the following
• A ____________________ produced a greater intent
  to revisit the store, higher purchase intention
  for some items, and a reduced sense of time spent
  shopping.
• A __________________ environment enhanced brand
  recall and evaluations particularly for
  unfamiliar brands.

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(2) Social surroundings

• . . . deals with the effects of other people on a
  consumer in a consumption situation
• Conformity
• Shopping w/ others
• Parents/kids/couples in a grocery store

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(2) Social surroundings

• Embarrassment is a negative emotion influenced
  both by the product and the situation.
• Certain products are more embarrassing than
  others, and
• Embarrassment is driven __________________________
  _.
• For extremely sensitive products, strategies
  _____________________________.

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(3) Temporal perspectives

• Many Purchases Are Made to Buy Time
• Time as a Situational Variable

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(4) Task definition

• . . . situational reasons for buying/consuming a
  product/service at a particular time/place
• Usage situations
• the context in which a product is used
• influences the product characteristics sought by
  a consumer

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(4) Task definition

• Gift giving is an important ritual in most
  societies.
• Voluntary gifts
• Obligatory gifts

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(5) Antecedent states

• . . . temporary physiological and mood states
  that a consumer brings to a consumption situation
• In a study, people were asked why they shop
• Good/bad moods make people