Ch 9 Group and situational effects

Foundations of Consumer Behavior

  • Internal Stimuli to Consumer Behavior (CB)

  • External Stimuli to CB

  • Group and Situational Effects on CB

  • Consumer Identity I: Sex Roles and Subcultures

  • Consumer Identity II: Social Class and Lifestyles

  • Networked Consumer Behavior: Word-of-Mouth, Social Media, and Fashion

Chapter Overview

  • Chapter 9: Group and Situational Effects on Consumer Behavior

  • Chapter 10: Consumer Identity I: Sex Roles and Subcultures

  • Chapter 11: Consumer Identity II: Social Class and Lifestyles

  • Chapter 12: Networked Consumer Behavior

Chapter Objectives (Chapter 9)

  • Situational Effects: Factors at the time of purchase greatly influence decision-making.

  • Shopping Experience: Store layout and engagement influences purchase decisions.

  • Power of Groups: Other individuals and groups impact consumer choices.

  • Reference Groups: Consumers look for guidance from peers with shared interests.

  • Conformity: Desire to align with social groups can dictate purchases.

  • Family Dynamics: Changing family roles affect purchasing behavior.

Influencing Factors in Consumer Behavior

  • Situational Effects: Various situational factors can dramatically influence consumer decisions during shopping, affecting mood and perception.

  • Antecedent States: Various pre-existing conditions (mood, time pressure) affect consumer choices.

  • Purchase Environment: Context in which the purchase occurs, including physical and social surroundings.

Situational Factors Affecting Decision Making

  • Emotion and Mood: Different emotional states can drive purchase behavior.

  • Environmental Context: Factors like store ambiance, odors, and decor can influence consumer behavior.

  • Temporal Factors: Economic and psychological time bases can affect consumer decision making (e.g., time poverty).

Consumer Buying Motivations

  • Types of Shopping Orientation:

    • Utilitarian: Functional or practical.

    • Hedonic: Emotional or pleasurable experiences.

Shopping Experience

  • E-commerce vs. Traditional Shopping: Key differences in consumer experiences when purchasing online versus in-store.

  • Retail as Theater: Engaging and thematic retail environments boost consumer interaction.

  • Influence of Sales Personnel: Effectiveness varies based on personal traits and approach.

Group Influence on Consumer Behavior

  • Social Power: How groups and individuals influence purchasing habits through admiration, knowledge, or authority.

  • Reference Groups:

    • Membership: Groups the consumer is part of.

    • Aspirational: Groups they aspire to be part of.

    • Avoidance: Groups from which consumers want to distance themselves.

Collective Decision Making

  • Roles in Decision Making: Different roles include initiator, gatekeeper, influencer, buyer, and user within organizational and family settings.

Organizational Buying Situations

  • Types:

    • Straight Rebuy: Routine reorder.

    • Modified Rebuy: Slightly changed order.

    • New Task: New purchases requiring extensive problem solving.

Changing Family Dynamics

  • Modern Family Structure: Shift in family definitions and compositions, including single-person households and economic influences.

  • Family Decision-Making Roles: Different levels of influence and roles in purchasing decisions, such as consensual and accommodative decisions.

  • Dual-Income Families: Increasing role of women in decision-making, influencing consumer behavior collectively.

Review Concepts

  • The impact of situational influences on consumer behavior is significant.

  • Importance of understanding collective dynamics in decision making for marketing strategies.

  • The evolving paradigm of families necessitates reevaluation of marketing approaches.