BABIN / HARRIS
CB
PART 4
CHAPTER 11
Consumers in Situations
©2012 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
1. Understand how value varies with situations.
2. Know the different ways that time affects consumer
behavior.
3. Analyze shopping as a consumer activity using different
categories of shopping activities.
4. Distinguish the concepts of unplanned, impulse and
compulsive consumer behavior.
5. Use the concept of atmospherics to create consumer
value.
6. Understand what is meant by antecedent conditions.
11-2
©2012 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 Influences
• Contextual effects, independent of
enduring consumer, brand, or product
characteristics.
• Categories:
• Time
• Place
• Conditions
LO1
11-3
©2012 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
• Temporal factors—situational
characteristics related to time:
• Time pressure—urgency to act based on
some real or self-imposed deadline.
• Time of year
•
Seasonality—refers to regularly occurring
conditions that vary with the time of year.
• Time of day
•
LO2
Circadian cycle—body rhythm that varies with the
time of day.
11-4
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertiming
• Companies buy advertising using a
schedule that runs the advertisement
primarily at times when customers will be
most receptive to the message.
LO2
11-5
©2012 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 Activities
• Shopping activities:
•
•
•
•
LO3
Acquisitional shopping—purchase oriented
Epistemic shopping—knowledge acquisition
Experiential shopping—recreational activity
Impulse shopping—spontaneous activity
11-6
©2012 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)—the overall
subjective worth of a shopping activity
considering all associated costs and benefits.
• Types:
•
•
LO3
Utilitarian—the worth obtained by completing
the shopping task successfully.
Hedonic—worth of an activity because the time
spent doing the activity is personally gratifying.
11-7
©2012 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
• The way a retail store is defined in the
mind of a shopper based on the
combination of functional and affective
qualities.
• Functional quality—facilitating the task of
shopping by providing utilitarian value.
• Affective quality—provide hedonic value by
creating an emotionally rewarding
environment.
LO3
11-8
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Impulsive Consumption
• Spontaneous and involves at least shortterm feelings of liberation.
• Associated with a diminished regard for
any costs or consequences associated with
the act.
• Motivated by a need for immediate selffulfillment and is usually highly emotional
and associated with hedonic shopping
value.
LO4
11-9
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Impulsiveness
• The act:
•
•
•
LO4
Involves willingly deviating from previous plans
and thus shows spontaneity and no doubt
feelings of liberation from the negative events of
the day.
Shows diminished regard for consequences either
for missing the business lunch of for any expense
incurred.
Fulfills the need to maintain a positive outlook on
the self and thus provides hedonic value.
11-10
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Unplanned Shopping
• Characterized by:
• Situational memory—something in the
environment triggers the knowledge in
memory that something is needed.
• Utilitarian orientation—the consumer is not
usually emotionally involved.
• Spontaneity—done without any significant
deliberation or prior decision making.
LO4
11-11
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
LO4
11-12
©2012 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
• Distinguishing characteristics:
• Harmful behavior
• Uncontrollable behavior
• Driven by chronic depression
LO4
11-13
©2012 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 and Service Atmospherics
• Atmospherics—the emotional nature of an
environment or more precisely, 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.
LO5
11-14
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Atmosphere
• Two atmospheric factors help create a
competitive advantage:
• Fit—appropriateness of the elements for the
given environment.
• Congruity—consistency of the elements with
one another.
LO5
11-15
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Atmosphere Elements
•
•
•
•
•
•
Odors
Music
Color
Merchandising
Social settings
Virtual shopping
LO5
11-16
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Shaping the Exchange Environment
• Source attractiveness – the degree to
which a source’s physical appearance
matches a prototype for beauty and elicits
a favorable or desirous response
• Social comparison – a naturally occurring
mental personal comparison of the self
with a target individual within the
environment
LO6
11-18
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Antecedent Conditions
• Situational characteristics that a consumer
brings to a particular information
processing, purchase, or consumption
environment.
• Include:
•
•
•
•
LO6
Economic resources
Orientation
Mood
Security and fearfulness
11-17
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.