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Consumer Behavior - A FrameworkJohn C. Mowen
Michael S. Minor
Chapter 11: Situational Influences
Key Concepts Consumer Situations Types of situational
influences Influence of physical
surroundings Store location
effects Store atmosphere
Task definition Categories of gift-
giving situations Influence of time Time differences
across cultures Types of
antecedent states
CulturalEnvironment
Economic Environment
SubculturalEnvironment
RegulatoryEnvironment
Group/ family Processes
Situational Influencers
IndividualProcesses
BuyingUnit
ExchangeProcess
Marketer
The Environment and the Exchange 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
Influences Influences
Atmosphere Emotional Response
Behavior
LayoutSoundsSmellsTexture...
Pleasure/displeasureArousal/Boredom
Time inStoreAffiliationBuying
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
Voluntary
Obligatory
Low High
Altruism Reciprocitycreation
Ritualobligation
Love,friendship
Degree of Self-Interest
GiftType
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 Necessities Housework Leisure
Obligatory
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
TennisMatch
PartyMixer
High
Low Gatorade
Ginger Ale