MKGT 351 Situational influence

Antecedent States (Situational Influences)

Features of the individual person that are not lasting characteristics, such as momentary moods or conditions, are called antecedent states. For example, most people experience states of depression or excitement from time to time that are not normally part of their individual makeup

Temporal perspectives

Task definition is the reason the consumption activity is occurring.

services cape

Atmosphere is referred to as servicescape when describing a service business such as a hospital, bank, or restaurant.

external influences

Culture Subculture Demographics Social Status Reference Groups Family Marketing Activities

Which of the following statements is true regarding moods? A. Moods are relatively stable states that are tied to a specific event or object. B. Moods affect the consumption process, but they are not affected by the consumption process. C. Positive moods have not been shown to affect shopping behavior. D. Consumers do not actively try to manage their mood states. E. Ad and brand attitudes are often influenced in a mood-congruent manner.

E. Ad and brand attitudes are often influenced in a mood-congruent manner.

Given what was said in class, when would Best Buy be better able to sell product warranties? a much crowd in the store b. no crowd in the store

Much crowd in the store

Decision process

Problem recognition, information search, alternative evaluation and selection, outlet selection and purchase, post purchase processes

the five characteristics of situations

Physical surroundings Social surroundings Temporal perspectives Task definition Antecedent states

Physical surroundings

Physical surroundings include decor, sounds, aromas, lighting, weather, and configura- tions of merchandise or other material

Explain the four types of situations

The Communications Situation/ Mood ex. gamecocks win or loose The Purchase Situation ex. purchasing with your kids or without. The Usage Situation, - when the product is being consumed The Disposition Situation- how users despise of products ex. an item that can be disposed of easily

Momentary Conditions

Whereas moods reflect states of mind, momentary conditions reflect temporary states of being, such as being tired, being ill,

Discuss ritual situations

a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning.65 Ritual situ- ations can range from completely private to completely public. A completely private ritual situation would be an individual's decision to drink a private toast or say a private prayer on the anniversary of an event with special meaning to the individual.

Consumer decision process 3 parts

external influences, internal influences, and decision process

situational influence

includes all factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and yet have an effect on current behavior

Atmospheric influences

part of physical surroundings Atmospherics influences consumer judgments of the quality of the store and the store's image. Atmosphere is referred to as servicescape when describing a service business such as a hospital, bank or restaurant.

internal influences

perception, learning, memory, motives, personality, emotions, attitudes

One aspect of purchasing from QVC, one of the cable shopping channels on television, is that the "offer" will expire within a certain amount of time, creating a sense of urgency among consumers. Teresa watches this channel frequently, and admitted that this aspect of the situation does influence her decision to buy something. Which characteristic of the situation is influencing Teresa and others' behavior?

temporal perspective

Social surroundings

the other individuals present in the particular situation.