Chapter 10
Consumers in Situations
BABIN / HARRIS
© 2009 South-Western, a division of Cengage Learning.
Learning Outcomes
LO1
Understand how value varies with situations.
LO2
Know the different ways that time affects consumer
behavior.
LO3
Distinguish the concepts of unplanned, impulse and
compulsive consumer behavior.
LO4
Use the concept of atmospherics to create consumer
value.
© 2009 South-Western, a division of Cengage Learning.
10-2
LO1 How Value Varies with Situations
Situational influences: contextual effects
independent of enduring consumer,
brand, or product characteristics.
How would your choice of beverage change…
- If you have the flu?
- If your friend says “Oh, that stuff is bad for
you!”
- If its Saturday night after a football victory?
- If your parents take you to lunch?
© 2009 South-Western, a division of Cengage Learning.
10-3
LO1 The Place is a Contextual Effect
Popcorn becomes
more valuable at the
movies.
Bottled water becomes
more valuable at a
football game in 95°
weather.
© 2009 South-Western, a division of Cengage Learning.
10-4
LO1 Shopping with Others
Shopping with
others: What
happens when
the situation
involves shopping
with a friend?
Or what if you
were shopping
with a child?
© 2009 South-Western, a division of Cengage Learning.
10-5
LO2 Time and Consumer Behavior
Time
pressure
Time of year
Time of day
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LO2
Time Pressure
Timestyle: the way an individual allocates his
time
The effects of time on consumer behavior
Example: time available to make a purchase
Limited time available=increased time
pressure
Popularity of convenience stores
Waiting is inconvenient!
Rapid growth of Internet shopping
Growth of time-saving products, i.e.,
Blackberries
© 2009 South-Western, a division of Cengage Learning.
10-7
LO2 Time of Year: Time To Be SAD!
Seasonal affective
disorder (SAD) can
affect consumers in
many ways.
Products exist to try
to help consumers
deal with it.
© 2009 South-Western, a division of Cengage Learning.
10-8
LO3
Impulsive versus Unplanned
Shopping Behavior
Exhibit 10.4
© 2009 South-Western, a division of Cengage Learning.
10-9
LO3
Personality Traits
• Impulsivity – represents how sensitive a
consumer is to immediate rewards.
• Consumer self-regulation – a tendency
for consumers to inhibit outside, or
situational, influences from interfering with
shopping intentions.
– Action-oriented – high capacity to selfregulate.
– State-oriented – low capacity to self-regulate.
© 2009 South-Western, a division of Cengage Learning.
10-10
LO3
Exhibit 10.5: Retail Approaches at
Encouraging Impulse Purchases
© 2009 South-Western, a division of Cengage Learning.
10-11
LO3 Compulsive Consumer Behavior
Harmful
Uncontrollable
Driven by
chronic
depression
© 2009 South-Western, a division of Cengage Learning.
10-12
LO4 Retail Atmospherics
• Atmospherics defined – the
emotional nature of an environment
or more precisely, the feelings
created by the total aura of physical
attributes that comprise the physical
environment.
© 2009 South-Western, a division of Cengage Learning.
10-13
LO4
Exhibit 10.7
The Qualities of an Environment
© 2009 South-Western, a division of Cengage Learning.
10-14
LO4
Color
Background colors can affect consumer
price and quality perceptions.
© 2009 South-Western, a division of Cengage Learning.
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