Chapter 9- Group and Situational Effects on Consumer Behavior

online shoppers value these aspects of a Web site

-ability to click on and item to create a pop-up window with more details about the product, including price, size, colors, and inventory availability -ability to add items to cart without leaving current page -ability to "feel" merchandise through better imagery, more product descriptions, and details -ability to enter all data related to your purchase on one page, rather than going through several checkout pages -ability to mix and match product images on one page to determine whether they look good together

hedonic shopping motives include the following

-social experiences -sharing of common interests -interpersonal attraction -instant status -the thrill of the hunt

four dimensions of time

1) social dimension 2)temporal orientation dimension 3) planning orientation dimension 4)polychronic orientation dimension

four basic theming techniques

1. landscape themes: rely on associations with images of nature, Earth, animals, and the physical body. 2.Marketplace themes: build on associations with man-made places 3. Cyberspace themes: build on images of information and communication technology 4. Mindscape themes: draw on abstract ideas and concepts, introspection and fantasy, and often possess spiritual overtones

___________________ is the conscious designing of retail space and its various dimensions to evoke certain effects in buyers

Atmospherics

Many factors have been identified that distinguish organizational and industrial purchase decisions from individual consumer decisions. Which of the following is NOT one of those distinctions?

Impulse buying commonly occurs in organizational purchasing because of sales stimulation from direct salespeople.

________________ means that a person with who is the least interested in staying in the relationship as the most power

Principle of least interest

point-of-purchase (POP) stimuli

a POP can be an elaborate product display or demonstration, a coupon-dispenser, or an employee who gives out free samples of a cookie in the grocery aisle

Social and physical surroundings

a consumer's physical and social environment affects her motives to use a product, as well as how she will evaluate the item important cues include: - immediate environment as well as the amount and type of other consumers who are there as well -Dimensions of the physical environment, such as decor, odors, and even temperature can significantly influence consumption

brand community

a group of consumers who share a set of social relationships based on usage or interest of a product

Reward power

a person or group with the means to provide positive reinforcement has reward power the reward may be tangible or intangible

information power

a person possess information power simply because she knows something others would like to know

psychological time

a persons subjective evaluation of the passage of time, which may not correspond very closely to the actual time elapsed

specific moods

a specific mood is some combination of pleasure and arousal the state of happiness is high in pleasantness and moderate in arousal, whereas elation is high on both dimensions

Store image

a store's "personality", composed of such attributes as location, merchandise. suitability, and the knowledge and congeniality of the sales staff

planning orientation dimension

alludes to different time management styles varying a continuum from analytic to spontaneous

reference group

an actual or imaginary individual or group that significantly influences an individuals evaluations, aspirations, or behaviors.

arousing situations

an arousing situation can be either distressing or exciting, depending on whether the context is positive or negative (i.e. a street riot vs a street festival

time style

an individual's priorities regarding how he or she spends time as influenced by personal and cultural factors

time poverty

being pressed for time

The ________________ a group is, the more likely members are to engage in social loafing

bigger

Others who are present in a consumer's physical and social environment when purchases are made are called __________

co-consumers

brandfests

community oriented companies such as Jeep or Harley Davidson sponsor these events help owners "bond" with fellow enthusiasts and strengthen their identification with the product as well as with others they meet who share their passion

Families have alternatives in purchasing. in a(n) _______________ purchase decision, the group agrees on the desired purchase, differing only in terms of how it will be achieved.

consensual

membership reference group

consists of people we actually know

aspirational reference group

consists of people we don't know, but admire anyway

Every summer, thousands of bikers converge on Sturgis, South Dakota, filling up every campground, motel, and hotel within miles of the city. This annual meeting is an example of a gathering of a(n) ______________

consumer tribe

A ___________________ includes a buyer, a seller, a product or service and other factors, such as how the physical environment makes one feel.

consumption situation

temporal orientation dimension

depicts the relative significance individuals attach to past, present, or future

expert power

derives from the knowledge one possesses about a content area This helps to explain the weight many of us assign to professional critics' reviews of restaurants, books, movies, and cars- even though with the advent of blogs and open source references such as Wikipedia, it's getting a lot harder to tell just who is really an expert

polychronic orientation dimension

distinguishes between people who prefer to do one thing at a time from those who have multitasking time styles

impulse buying

experiences a sudden urge she simply can't resist retailers typically place so-called impulse items. such as candy and gum, near the checkout counter to cater to these urges

name letter effect

find that, all things equal, we like others who share our names or even initials better than those who don't

referent power

if a person admires the qualities of a person or a group, he tries to copy the referent behaviors (i.e. choice of clothing, cars, leisure activities) important to many marketing strategies because consumers voluntarily modify what they do and buy in order to identify with a referent

Consumption situation

includes a buyer, a seller, and a product or service-but also many other factors, such as the reason we want to make a purchase and how the physical environment makes us feel

Which form of reference group influence is most associated with the following situation? Car knows Bert has had experience with various types of motor oils because Bert is a mechanic for a large Subaru dealership. Carl asks Bert to compare his brand against Quaker State. Bert tells Carl that Quaker State can't be beat for performance and durability

information influence

Reference groups influence us in three ways

informational utilitarian value-expressive

A number of specific decision roles are played when a collective decision must be made. The person who brings up the idea or need is the _____________

initiator

comparative influence

it affects the members' decisions about specific purchases

If a fireman told you to leave your apartment, you would comply because the fireman has ________________ power

legitimate

activity stores

let consumers participate in production of the products or services they buy there one familiar example is build-a-bear workshop

tribal marketing strategy

links their products to, say, a group of shredders. However, there are also plenty of tribes with older members, such as car enthusiasts who gather to celebrate such cult products

showrooming

means that a shopper visits a store like Best Buy to explore options for big-ticket items like TV's or appliances and then he or she finds a cheaper price for the specific model online

A group composed of people that the consumer actually knows is a(n) ________________ reference group

membership

the shopping experience

our mood at the time of buying can really affect what we feel like buying

two basic dimensions determine whether we will react positively or negatively to a consumption environment

pleasure arousal

A __________________ orientation dimension distinguishes between people who prefer to do one thing at a time and those who have multitasking time styles.

polychronic

mobile shopping apps

provide imaginative new ways for retailers to guide shoppers through the experience, as they do everything for you

pretailer

provides exclusive styles by prodding manufacturers to produce runway pieces tey wouldn't otherwise make because store buyers weren't sure anyone would pay the money for them

A(n) ______________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior

reference group

If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied is said to have _________________ power

referent

social dimension

refers' to individuals' categorization of time as either "time for me" or "time with/for others"

Tara was shopping for a new pair of shoes for work. The salesperson was very helpful and friendly, bringing Tara some styles she hadn't thought to try on but that she ended up really liking. Noticing Tara's Northern Michigan University tee-shirt, the sales person said that she was a student there. Tara ended up buying three pairs of shoes rather than the one pair she had planned on. Tara's experience shows the effect of ________________ on consumer behavior

salespeople

consumer tribe

similar to brand community; it is a group of people who share a lifestyle and can identify with each other because of a shared allegiance to an activity or a product

The capacity to alter the actions of others is referred to as ______________ power.

social

what makes e-commerce successful?

some e-tailers take advantage of technology to provide extra value to their customers that their land-locked rivals can't

Legitimate power

sometimes we grant power by virtue of social agreements, such as the authority we give to police officers, soldiers, and es, even professors

retail theming

strategy where stores create imaginative environments that transport shoppers to fantasy worlds to fantasy worlds or provide other kinds of stimulation

social power

the capacity to alter the actions of others to the degree to which you are able to make someone else do something, regardless of whether the person does it willingly, you have power over that person

atmospherics

the conscious designing of space and its various dimensions to evoke certain effects in buyers these dimensions include colors, scents, and sounds

queing theory

the mathematical study of waiting lines As well all know, our experience when we wait has a big effect on our evaluations of what we get at the end of the wait although we assume that something must e pretty good if we have to wait for it, the negative feelings that long waits arouse can quickly turn people off

open rates

the percentage of people who open an email message from a marketer they vary throughout the day the peak time for high open rates is mid-day on weekdays

collective value creation

the process whereby brand community members work together to develop better ways to use and customize products

normative influence

the reference group helps to set and enforce fundamental standards of conduct

salesperson

the salesperson is one of the most important players in the retailing drama

time

time is an economic variable; it is a resource that we must divide among our activities we try to maximize satisfaction when we allocate our time to different tasks

Most Americans will state that they are always rushed for time even though many people have opportunities for leisure. This perception is referred to as _____________

time poverty

A typical antecedent state that a consumer might experience as he or she approaches the purchase environment is ___________

time pressure

dyadic encounters

two person groups a relationship in which both parties must reach some agreement about the roles of each participant during a process of identity negotiation

Reference groups influence us in three ways. These influences include information, utilitarian, and _____________________ dimensions

value-expressive

coercive power

we exert coercive power when we influence someone because of social or physical intimidation a threat is often effective in the short term, but it doesn't tend to stick because we revert to our original behavior as soon as the bully leaves the scene

shopping orientation

we segment customers in terms of their shopping orientation, or general attitudes about shopping. These orientations vary depending on the particular product categories and store types we consider

unplanned buying

when she's unfamiliar with a store's layout or perhaps she's under some time pressure

mental budgets

where a consumer decides beforehand on an amount they plan to spend but then they have an additional amount in mind (slack) they are willing to spend on unplanned purchases