5 Questions in 2 Hours
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CB8_BabinHarris_Ch11.pptxChapter 11 – Consumers in Situations
Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Consumers in Situations
11
1
Situational Influences
Temporary conditions
Affect consumer decision making and the eventual value experienced
LO 1
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2.1 Consumer Value Framework (CVF)
LO 1
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Figure
3
11.1 Situational Influences Can Exist in Any of These Forms
LO 1
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Exhibit
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Time and Consumer Behavior
Consumer’s thoughts, feelings, and behavior:
Are affected by time-related factors
Combine to create differing perceptions of value
Time pressure, time of year, and time of day can affect consumption
Each time form represents a different temporal factor
Temporal factor: Situational characteristics related to time
LO 2
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Effects of Temporal Factors on Consumer Behavior
Time pressure
Consumers:
Process less information when time is scarce
Tend to rely on simple choice heuristics (habits)
Consumer’s orientation can switch from hedonic to utilitarian
Seasonality
Fashion differs from one season to another
Food items vary in demand with the season
LO 2
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Effects of Temporal Factors on Consumer Behavior (continued)
Discretionary (spare) time
Consumers with more spare time seek services of utilitarian value
Hedonically motivated consumers will more likely trade time for money
LO 2
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Effects of Temporal Factors on Consumer Behavior
Seasonality
Fashion differs from one season to another
Food items vary in demand with the season
Cycles
Physical cycles can create situational influences on consumers
circadian cycle: sleeping and waking
Menstrual cycle: fertile vs non-fertile
hunger cycle:
LO 2
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Advertiming
Ad buys that include a schedule that runs the advertisement at times when customers will be most receptive to the message
LO 2
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11.1 Situational Influences Can Exist in Any of These Forms
LO 1
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Exhibit
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Atmospherics and Servicescape
LO 5
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Atmospherics
Servicescape
Feelings created by the total aura of physical attributes that comprise a physical environment
Physical environment in which consumer services are performed
11.6 Qualities of an Environment
LO 5
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Exhibit
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Antecedent Conditions
Situational characteristics that a consumer brings to information processing
Shape value in a situation by framing the events that take place
Include:
Economic resources - Buying power, third-party payments, and consumer budgeting
Orientation
Mood
Security
LO 6
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Shopping
Set of value-producing consumer activities that increase the likelihood of a purchase
Represents the inverse of marketing
Shopping via the Internet
Brings 24/7 access to shopping environments
Smart agent software: Learns an Internet user’s preferences
Automatically searches information on selected websites and distributes it
LO 3
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Types of Shopping Activities
LO 3
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Acquisitional shopping
Oriented toward a specific, intended purchase or purchases
Epistemic shopping
Oriented toward acquiring knowledge about products
Experiential shopping
Designed to provide interest, excitement, relaxation, fun, social interaction, or some other desired feeling
Impulsive shopping
Characterized by a diminished regard for consequences, spontaneity, and a desire for immediate self-fulfillment
11.2 Types of Shopping Activities
LO 3
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Exhibit
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Outshopping
Shopping in a city or town to which consumers must travel rather than in their own hometowns
Customers are motivated by the desire for the experience
LO 3
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In-class activities
Select a retail website or a retail store. Describe how each elements of the environment affect a customer experience
Use Exhibit 11.6 as a guideline for your analysis
What would you suggest to improve customer experience
Prepare 4-5 slides to present your findings
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11.6 Qualities of an Environment
LO 5
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Exhibit
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Personal Shopping Value (PSV)
LO 3
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Utilitarian shopping value
Worth obtained because some shopping task or job is completed successfully
Hedonic shopping value
Worth of a shopping activity because the time spent doing the activity itself is personally gratifying
11.3 Impulsive versus Unplanned Shopping Behavior
LO 4
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Exhibit
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Personality Traits That Affect a Consumer’s Unplanned or Impulsive Behavior
LO 4
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Impulsivity
Represents how sensitive a consumer is to immediate rewards
Self-regulation
Action-oriented: Consumers with a high capacity to self-regulate their behavior
State-oriented: Consumers with a low capacity to self-regulate their behavior
11.4 Questions Distinguishing Low from High Self-Regulatory Capacity
LO 4
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Exhibit
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Retail Approaches Aimed at Encouraging Impulse Purchases
LO 4
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Merchandising complimentary products together
Encouraging add-on purchases
Creating an emotionally charged atmosphere
Making things easy to buy
Providing a discount
Characteristics of Compulsive Consumer Behavior
LO 4
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Harmful
Uncontrollable
Driven by chronic depression
Key Terms
Temporal factors
Time pressure
Discretionary (spare) time
Seasonality
Circadian cycle
Advertiming
Near-field communication (NFC)
Shopping
Smart agent software
Acquisitional shopping
Epistemic shopping
Experiential shopping
Impulsive shopping
Outshopping
Reversal theory
Personal shopping value (PSV)
Utilitarian shopping value
Hedonic shopping value
Fit
KEY TERMS
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Key Terms (continued)
Functional quality
Affective quality
Retail personality
Impulsive consumption
Unplanned shopping
Impulsivity
Consumer self-regulation
Action-oriented
State-oriented
Atmospherics
Servicescape
Congruity
Olfactory
Foreground
Music
Background music
Crowding
Nonlinear effect
Source attractiveness
Emotional ability
Social comparison
Antecedent conditions
Mental budgeting
KEY TERMS
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Summary
Situational influences such as time, condition, and place affect value
Time can affect consumer behavior in the form of time pressure, time of year, or time of day
Types of shopping activities - Acquisitional, epistemic, experiential, and impulsive
Impulsive purchasing is not synonymous with unplanned purchasing behavior
Atmosphere elements include odors and colors, and antecedent conditions include economic resources and moods
SUMMARY
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Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
