chapter 13 CB
Situational influence
all those factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior
components of physical surroundings discussed in the textbook
colors aromas music crowding
Social surroundings
other individuals present in the particular situation
why is it important for a marketing manager to under stand situational influences on purchasing behavior?
-work against marketing strategies -provide opportunities to help consumers
this is true about crowding
As more people enter a store or as more of the space of the store is filled with merchandise, an increasing percentage of the shoppers will experience a feeling of being crowded, confined, or claustrophobic.
Servicescape
Atmosphere of a service business such as a hospital, bank, or restaurant
this is false about moods
Consumers often seek situations, activities, or objects that will put them in a negative mood.
Antecedent states
Features of the individual person that are not lasting characteristics, such as momentary moods or conditions (things that are temporary of the consumer)
this is false about gift giving
Gifts always enhance the relationship between the giver and receiver.
all of these are. true about ritual situations
Ritual situations are of major importance to marketers because they often involve prescribed consumption behaviors. Every major American holiday (ritual situation) has consumption rituals associated with it. For example, more than 60 percent of the toy industry's sales occur at Christmas. Candy marketers produce and promote a wide array of candies for Valentine's Day and Halloween. Mother's Day is a $10 billion occasion in which card giving is largely a ritual behavior created by marketers.
Store atmosphere
The sum of all the physical features of a retail environment
Which type and dimension of situation? Potential outcomes?
You are watching a movie and the theater is freezing. (USAGE) You go to buy Coke from a vending machine, but you don't have the right change. (PURCHASE)
Embarrassment
a negative emotion influenced by both the product and the situation
Ritual situation
a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning
the four broad categories or types of situations?
communication purchase disposition usage
Physical surroundings
include decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object
Time pressure usually results in
less available information being used
5 key dimensions of situations
physical surroundings social surroundings temporal perspective task definition (gift or self)
Temporal perspectives
situational characteristics that deal with the effect of time on consumer behavior
momentary conditions
temporary states of being, such as being tired, being ill, having extra money, or being broke
Atmospherics
the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers
Task definition
the reason the consumption activity is occurring - self-use versus gift giving
Moods
transient feeling states that are generally not tied to a specific event or object
