Chapter 11
Consumers in Situations
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Learning Outcomes
• Understand how value varies with situations
• Know the different ways that time affects
consumer behavior
• Analyze shopping as a consumer activity using
the different categories of shopping activities
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Outcomes
• Distinguish the concepts of unplanned,
impulse, and compulsive consumer behavior
• Use the concept of atmospherics to create
consumer value
• Understand what is meant by antecedent
conditions
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Situational Influence
Time can influence consumers by changing the
way information is processed
Place can frame any purchase, consumption, or
information processing situation
Conditions can also influence consumption
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Time and Consumer Behavior
• Time pressure - Represents an urgency to act
based on some real or self-imposed deadline
• Seasonality - Regularly occurring conditions
that vary with the time of year
• Circadian cycle - Human body has a rhythm
that varies with the time of day
• Advertiming – When companies run
advertisements when customers will be most
receptive to the message
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Shopping Value
• Personal shopping value (PSV) - Overall
subjective worth of a shopping activity
considering all associated costs and benefits
• Types
– Utilitarian
– Hedonic
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Retail Personality
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Functional quality
Affective quality
Retail personality
Impulsive consumption
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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 self-regulate
– State-oriented - Low capacity to self-regulate
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Compulsive Consumer Behavior
• Harmful
• Seems to be uncontrollable
• Driven by chronic depression
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Retail and Service Atmospherics
• Atmospherics - The feelings created by the
total aura of physical attributes that comprise
the physical environment
• Servicescape - The physical environment in
which consumer services are performed
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Atmosphere Elements
• Factors help create a competitive advantage:
– Fit - Appropriateness of the elements for the given
environment
– Congruity - Consistency of the elements with one
another
• Elements
– Odor and color
– Music
– Merchandising and social setting
– Virtual shopping
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Atmosphere Elements
• Source attractiveness - Degree to which a
source’s physical appearance matches a
consumer’s prototype and elicits a favorable
response
• Social comparison - Naturally occurring
mental personal comparison of the self with a
target individual
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Antecedent Conditions
Economic resources
Orientation
Mood
Security and fearfulness
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.