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.