MKTG 4120 Chapter 13

Why do people give gifts?

Social expectations and ritualized consumption situations.

How do people manage their moods?

Consumers often seek situations, activities, or objects that will alleviate negative moods or enhance positive ones.

How does crowding affect shopping behavior?

Crowding generally produces negative outcomes for both the retail outlet and the consumer. 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 with experience a feeling of being crowded, confined, or claustrophobic.

What are antecedent conditions (as a situational variable)? Give an example of how they can influence the consumption process.

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

What is a mood? How does it differ from an emotion? How do moods influence consumption behavior?

Moods are transient feeling states that are generally not tied to a specific event or object. They tend to be less intense than emotions and may operate without the individual's awareness. Although moods may affect all aspects of a person's behavior, they generally do not completely interrupt ongoing behavior as an emotion might.

What are physical surroundings (as a situational variable)? Give an example of how they can influence the consumption process.

Physical surroundings include decor, sounds, aromas, lighting, weather and configurations of merchandise or other materials surrounding the stimulus object.

What is temporal perspective (as a situational variable)? Give an example of how it can influence the consumption process.

Situational characteristics that deal with the effect of time on consumer behavior.

What is meant by the term "situation"? Why is it important for a marketing manager to understand situational influences on purchasing behavior?

Situational influence is 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. The situation in which a purchase is made can influence consumer behavior.

How might the receipt of a gift affect the relationship between the giver and the receiver?

The nature of a gift can signify the type of relationship the giver has or desires with the receiver. A gift of stationary implies a very different desired relationship between two individuals than does a gift of cologne. Items received as gifts often take on meaning associated with the relationship or the giver.

What are social surroundings (as a situational variable)? Give an example of how they can influence the consumption process.

The other individuals present in the particular situation.

What is atmospherics?

The process managers use to manipulate the physical retail environment to create specific mood responses in shoppers.

What is task definition (as a situational variable)? Give an example of how it can influence the consumption process.

The reason the consumption activity is occurring.

What is store atmosphere?

The sum of all the physical features of a retail environment.

What is a servicescape?

Used to refer to atmosphere when describing a service business such as a hospital, bank, or restaurant.