Chapter 11: Consumers in Situations

situational influences

temporary conditions independent of enduring consumer, brand, or product characteristics

types of situational influences

time, conditions, and place

temporal factors

time pressure, time of year, and time of day

time pressure

• urgency to act based on some real or self imposed deadline

• switches a consumers orientation from hedonic to utilitarian

seasonality (time of year)

• regularly occurring conditions that vary with the time of year

  • shopping behaviors

  • product demand

circadian cycle (time of day)

rhythm of the human body that varies with time of day

advertiming

a schedule that primarily runs an advertisement at times when customers will be most receptive to the message

types of shopping activities

acquisitional, epistemic, experiential, and impulsive

acquisitional shopping

activities oriented toward a specific, intended purchase or purchases

epistemic shopping

activities oriented toward acquiring knowledge about products

experiential shopping

recreational shopping for fun, relaxation, excitement, or social interactions

out shopping (experiential shopping)

traveling to another city or area to shop for variety or novelty

online shopping (experiential shopping)

buying from foreign retailers for unique products or new experiences

impulse shopping

spontaneous activities characteristics by a diminished regard for consequences, spontaneity, and a desire for immediate self fulfillment

impulsivity

the personality trait that represents how sensitive a consumer is to immediate rewards

consumer self regulation

• ability to resist outside influences when shopping

  • action oriented

  • state oriented

action oriented

high self control; stay focused on goals

state oriented

low self control; easily swayed by emotions or environment

retail approaches aimed at encouraging impulse purchases

complementary products, “add on” suggestions, emotional atmosphere, ease of purchase, and discounts and urgency

atmospheric

the mood created by a stores physical design and sensory elements

servicescape

the physical setting where services are delivered

atmospheric elements

fit, congruity, odors, music, color, lighting, and social setting

fit

the appropriateness of the elements of a given environment based on their match with the place type schema

congruity

the amount of consistency of elements with each other in a given environment

olfactory (odors)

the reference to humans physical and psychological processing of smells

odor

can affect both a consumers cognitive processing and affective reaction

foreground music

noticeable music that shapes whether consumers approach or avoid a space

background music

subtle music that sets the mood without drawing attention

music tempo

influences how fast consumers shop

pop music

creates a discount or casual store vibe

lighting

• soft, warm lighting improves retailer image

• fluorescent lighting feels harsh or unnatural

• ambient light affects alertness and healthy choices

crowding (social setting)

refers to the density of people and objects within a given space

shopper density (social setting)

the number of consumers in a given space

retail personality

• how a store is defined on shoppers mind by its

  • functional qualities

  • affective qualities

antecedent conditions

situational factors consumers bring into a purchase that shapes how they perceive value and experience events