Chapter 9
Buying and Disposing
CONSUMER
BEHAVIOR, 9e
Michael R. Solomon
Dr. Rika Houston
CSU-Los Angeles
MKT 342: Consumer Behavior
9-1
Figure 9.1
Issues Related to Purchase and Postpurchase Activities
• A consumer’s choices are affected by many
personal factors…and the sale doesn’t end at
the time of purchase
9-2
Situational Influences
• Our purchase choices are heavily influenced
by the situation
•
Example: ad for business clothing
•
Example: restaurant choice for couple versus family
9-3
Social and Physical Surroundings
• Affect a consumer’s motives for product
usage and product evaluation
• Décor, odors, temperature
• Type and number of co-consumers
• Type of patrons affects our perceptions
• Crowds = high arousal level & intense experience
9-4
Temporal Factors: Economic Time
Timestyle
Time Poverty
“Time is Money”
9-5
Temporal Factors: Psychological Time
Social
Temporal Orientation
Planning Orientation
Polychronic
9-6
Temporal Factors:
The Experience of Time
• Culture and the experience of time
• Linear time (“Western”)
• Circular/cyclic time (“Eastern”)
• Queuing theory
• Waiting for product = good quality
• Too much waiting = negative feelings
9-7
Figure 9.3
The Shopping Experience:
Dimensions of Emotional States (Mood)
9-8
Reasons for Shopping
• Social experiences
• Sharing of common interests
• Interpersonal attraction
• Instant status
• The thrill of the hunt
9-9
E-Commerce: Clicks versus Bricks
• Benefits: good customer service, more
options, more convenient
• Limitations: lack of security, fraud, actual
shopping experience, shipping charges
9-10
Retailing as Theater
• Landscape themes
• Marketscape themes
• Cyberspace themes
• Mindscape themes
9-11
Store Image
• Store image = personality of the store
• Location + merchandise suitability +
knowledge/congeniality of sales staff
• Other intangible factors:
• Interior design
• Types of patrons
• Return policies
• Credit availability
9-12
In-Store Decision Making
• Spontaneous shopping
• Unplanned buying
• Impulse buying
• Point-of-purchase (POP) stimuli
• Salesperson influence
9-13
Postpurchase Satisfaction
• Attitude about a product after purchase
• Marketers constantly on lookout for sources
of consumer dissatisfaction
9-14
Quality Is What We Expect It to Be
• Expectancy Disconfirmation Model
• Marketers must manage expectations
• Don’t overpromise
• When product fails,
reassure customers
with honesty
9-15
Acting on Dissatisfaction
• Voice response
• Private response
• Third-party response
9-16
Product Disposal
• Strong product attachment
• painful disposal process
• Ease of product disposal
• now a key product attribute
• Disposal options
9-17
Divesting of Unwanted Items
Iconic Transfer Ritual
Transition Place Ritual
Ritual Cleansing
9-18
Chapter 9: Buying & Disposing
Key Concepts
• Antecedents, purchase, and postpurchase activities &
•
•
•
•
•
•
•
•
•
•
•
•
•
influences
Situational influences
Social and physical surroundings
Temporal factors
Mood (emotional states)
Clicks versus Bricks
Retailing as theater
Store image
In-store decision making
Spontaneous shopping
Postpurchase satisfaction
Acting on dissatisfaction
Product disposal
Divesting of unwanted items
9-19