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Consumer Behavior PP Chapter 11

This chapter discusses how situational influences impact consumer behavior. It identifies key situational elements like physical surroundings, social surroundings, time, task definition, and antecedent states. Specific situational factors that are examined include store location, layout, atmospherics, music, crowding, gift-giving occasions and motivations, and time perceptions across cultures. The chapter explores how these various situational influences can affect emotions, shopping behaviors, and marketing opportunities.

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548 views

Consumer Behavior PP Chapter 11

This chapter discusses how situational influences impact consumer behavior. It identifies key situational elements like physical surroundings, social surroundings, time, task definition, and antecedent states. Specific situational factors that are examined include store location, layout, atmospherics, music, crowding, gift-giving occasions and motivations, and time perceptions across cultures. The chapter explores how these various situational influences can affect emotions, shopping behaviors, and marketing opportunities.

Uploaded by

tuongvyvy
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Chapter 11: Situational

Influences

Consumer Behavior - A Framework


John C. Mowen
Michael S. Minor
Key Concepts
 Consumer Situations  Task definition
 Types of situational
influences
 Categories of gift-
 Influence of physical giving situations
surroundings  Influence of time
Store location effects
Time differences


 Store atmosphere
across cultures
 Types of
antecedent states
The Environment and the Exchange
Process
Cultural Economic
Environment Environment

Subcultural Regulatory
Environment Environment
Group/ family
Processes

Situational Influencers

Individual Buying Exchange Marketer


Processes Unit Process
Consumer Situations . . .
 consist of temporary environmental
factors that form the context within
which a consumer activity occurs at a
particular place and time.
 include factors that:
 Involve the time and place in which a
consumer activity takes place
 Explain why the action takes place
 Influence consumer behavior
Table 11-1: Belk’s
Situational Elements

 Physical surroundings
 Social surroundings
 Time
 Task definition
 Antecedent states
Physical Surroundings . . .

. . .are the
concrete physical
and spatial
aspects of the
environment that
encompass a
consumer
activity.
Effects of Music on
Shoppers
 In a supermarket
store study sales
increased daily by
38% when slower
music was played.
 A restaurant
study found when
slow music was
played, liquor
sales increased.
Effects of Music continued
◆ Playing peppy music
while on hold or
waiting in line doesn’t
make time pass more
quickly.
◆ Louder music
increases “pace of
events” perception but
raises estimates of
time durations.
The Effects of Crowding
on Consumers
 Density - how closely packed people
are (i.e., the physical arrangements of
people in a space).
 Crowding - the unpleasant feelings
that people experience when they
perceive that densities are too high and
that their control of the situation has
been reduced to unacceptable levels.
High - and Low-density...
 High-density situations may be beneficial -
 More perceived control in bar study, less in bank
study.
 In “fun” situations, density enhances pleasure.
 There is usually an optimal level of density.
 Other elements (time, convenience) as
important for shopping behavior.
Consumer Crowd Behavior
 In some circumstances consumers
behave like hysterical crowds
 Large groups may cause high physiological
arousal among each of the members
 The high arousal results in the tendency of
each member of the crowd to act on a
dominant idea or tendency
 Each person in a crowd becomes
inconspicuous and individual responsibility
is lost.
Store Location . . .
. . . influences consumers from several
perspectives.
 Consumers have “cognitive maps” of a
city’s geography that may not match
the actual locations of retail stores.
 Image transference exists: The image
of anchor stores affects that of smaller
stores in the same shopping center.
Store Layout . . .

. . . is the physical organization of a


store that creates specific traffic
patterns, assists retailers in the
presentation of merchandise, and
helps create a particular
atmosphere.
Atmospherics . . .

. . . refers to how managers


manipulate the design of the
building, interior space, layout of
aisles, texture of carpets and walls,
scents, colors, shapes, and sounds
experienced by customers to
achieve a certain effect.
Atmospherics and
Shopping Behavior

Atmosphere Emotional Behavior


Response

Influences Influences

Layout Pleasure/ Time in


Sounds displeasure Store
Smells Arousal/ Affiliation
Texture... Boredom Buying
Olfactory Cues...
 Shoppers perceive
higher quality
goods in scented
stores.
 Odors should be
consistent with
store offerings.
 These cues are
expensive to
maintain.
Effects of Spatial
Arrangements…
 Space
modifies/shapes
behavior
 Retail store space
affects consumers
 Retail stores affect
attitudes, images
 Stores can create
desired consumer
reactions
Social Surroundings . . .

. . . deals with the


effects of other
people on a
consumer in a
consumption
situation.
The Task Definition . . .
. . . the situational reasons for buying or
consuming a product or service at a
particular time and place.

 Usage situations form the context in which


a product is used and influence the
product characteristics sought by a
consumer.
Occasion-Based
Marketing Opportunities
 Sometimes a product
is locked into one
usage situation,
limiting market
potential.
 Consumers may come
to consider the
product inappropriate
for all other
situations.
Gift-Giving Motivations

Low High

Reciprocity
Voluntary Altruism
creation
Gift
Type
Ritual Love,
Obligatory obligation friendship

Degree of Self-Interest
Gift Behavior and
Gender...
 Women start shopping earlier for
Christmas (October vs. November)
 Spend more time shopping/gift
(2.4 vs. 2.1 hours)
 Are more successful (fewer of their
gifts are exchanged)
 But men spend 50% more/gift.
Self-Gifts...
 Premeditated,
indulgent
 Rewarding an
accomplishment,
therapy for
disappointment
 Baseball
glove/Front-end
loader
Time...

 Individual differences in
conception…
 Time as a product
 Time as a situational variable
Time: Individual
Differences...

People Can Use Time in Four Different Ways:

 Work Obligatory
 Necessities

 Housework

 Leisure
Discretionary
Individual Time
Differences Are Influenced
by Culture...
 Linear Separable. There is a past, present,
future. The future is expected to be better:
the idea of “progress”. Activities are a
means to an end.
 Circular Traditional. The future is like the
present. Do today only what has to be done
today. Time and money aren’t related.
 Procedural Traditional. Task Orientation.
Meetings take as long as necessary.
Time as a Product
 Many Purchases Are Made to Buy Time
 The “time-buying consumer” is a
consumer who engages in buying time
through these products
 Time-saving qualities are a key
promotional idea
 Time can act as a product attribute
“Perception
Management,” Time, and
Lines
 In 1998, 70 Northern California
MacDonald’s restaurants tried multiple
lines vs. one line.
 The single, serpentine line is most
popular -
 Multiple lines actually move people faster

But jumping from line to line creates stress.
Time as a Situational
Variable
 How much time a
consumer has
available to do a
task influences the
buying strategy used
to select and
purchase the
product.
 With limited time,
there is less
information search.
Antecedent States . . .
. . . are the temporary physiological and
mood states that a consumer brings to
a consumption situation.

Physiological State: Hunger.


Mood State: Happy feelings.
Antecedent States . . .

. . . Can lead to problem recognition.


. . . Can change the “feeling”
component
of hierarchy of effects (Ch. 8)
. . . Mood states influence behavior, e.g.
shopping to alleviate loneliness.
Usage Situation, Person,
and Product Interactions

 The Buying Act Results From


Interactions That Occur Among:

 Consumption situations
 Characteristics of the buying unit/person
 The product or service being offered
Managerial Implications
 Positioning. Situational variables offer
multiple opportunities for positioning.
 Research. May indicate which situations
present opportunities for new products.
 Marketing Mix. Firms may be able to present
time-saving attributes as a tradeoff for a
higher price.
 Segmentation. An increase in the female
work force presents opportunities to market
to the segment of males doing more of their
own shopping.
Situation-by-Product Interaction

High Ginger Ale

Low Gatorade

Tennis Party
Match Mixer

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