Consumer Behavior Ch. 13 MKTG 312
Physical Surroundings
Includes geographical and institutional location, decor, sounds, aromas, lighting, weather, visible configurations of merchandise or other material surrounding the stimulus object.
Music
Influences consumers' moods, and in turn, influence a variety of consumption behaviors.
Store Atmosphere
The sum of all the physical features of a retail environment.
Antecedent States
The temporary physiological states and modes that a consumer brings to a consumption activity, they are not lasting characteristics
Situations
determine their influence on consumer behavior.
Atmosphere
referred to as a service cape when describing a service business
Smells
A pleasantly scented environment enhanced brand recall and evaluations particularly for unfamiliar brands.
Ritual Situation
A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning.
Color
Certain colors and color characteristics create feelings of excitement and arousal which are related to attention. Brighter colors are more arousing than dull ones.
Components of Physical Surroundings
Colors, Aromas, Music, Crowding
Temporal Perspectives
Deal with the effect of time on consumer behavior.
Disposition Situation
Develop more effective and ethical products and marketing programs effecting disposal decisions. .
Situational Influence
Includes all those factors particular to a time and place that do not follow from knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior.
Consumer Gift Giving
Give gifts for many reasons: social expectations, ritualized situations, to elicit return favors
Crowding
Occurs when a person perceives that his or her movements are restricted because of limited space.
5 Dimensions or Characteristics
Physical Surroundings, Social Surroundings, Temporal Perspectives, Task Definition, and Antecedent States
Social Surroundings
Refer to the effects of other people on a consumer in a consumption situation.
4 Types of Situations
The Communications Situation, The Purchase Situation, The Usage Situation, and The Disposition Situation.
Task Definition
The reason the consumption activity is occurring.
Communication Situation
Those settings in which the consumer is exposed to either personal or non-personal communications.
Purchase Situations
Those settings where consumers acquire products and services.
Usage Situations
Those settings where consumption occurs.
Embarrassment
a negative emotion influenced by both the product and the situation.
