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.