Consumer Behavior - A FrameworkJohn C. MowenMichael S. MinorChapter 11: Situational Influences

Key ConceptsConsumer SituationsTypes of situational influencesInfluence of physical surroundingsStore location effectsStore atmosphereTask definitionCategories of gift-giving situationsInfluence of timeTime differences across culturesTypes of antecedent states

CulturalEnvironmentEconomic EnvironmentSubculturalEnvironmentRegulatoryEnvironmentGroup/ family ProcessesSituational InfluencersIndividualProcessesBuyingUnitExchangeProcessMarketerThe Environment and the Exchange Process

Consumer Situations . . .consist of temporary environmental factors that form the context within which a consumer activity occurs at a particular place and time.include factors that:Involve the time and place in which a consumer activity takes placeExplain why the action takes placeInfluence consumer behavior

Table 11-1: Belks Situational ElementsPhysical surroundingsSocial surroundingsTimeTask definitionAntecedent states

Physical Surroundings . . . . . .are the concrete physical and spatial aspects of the environment that encompass a consumer activity.

Effects of Music on ShoppersIn a supermarket store study sales increased daily by 38% when slower music was played.A restaurant study found when slow music was played, liquor sales increased.

Effects of Music continuedPlaying peppy music while on hold or waiting in line doesnt make time pass more quickly.Louder music increases pace of events perception but raises estimates of time durations.

The Effects of Crowding on ConsumersDensity - how closely packed people are (i.e., the physical arrangements of people in a space).Crowding - the unpleasant feelings that people experience when they perceive that densities are too high and that their control of the situation has been reduced to unacceptable levels.

High - and Low-density...High-density situations may be beneficial -More perceived control in bar study, less in bank study.In fun situations, density enhances pleasure.There is usually an optimal level of density.Other elements (time, convenience) as important for shopping behavior.

Consumer Crowd BehaviorIn some circumstances consumers behave like hysterical crowdsLarge groups may cause high physiological arousal among each of the membersThe high arousal results in the tendency of each member of the crowd to act on a dominant idea or tendencyEach person in a crowd becomes inconspicuous and individual responsibility is lost.

Store Location . . .. . . influences consumers from several perspectives.Consumers have cognitive maps of a citys geography that may not match the actual locations of retail stores.Image transference exists: The image of anchor stores affects that of smaller stores in the same shopping center.

Store Layout . . . . . . is the physical organization of a store that creates specific traffic patterns, assists retailers in the presentation of merchandise, and helps create a particular atmosphere.

Atmospherics . . .. . . refers to how managers manipulate the design of the building, interior space, layout of aisles, texture of carpets and walls, scents, colors, shapes, and sounds experienced by customers to achieve a certain effect.

Atmospherics and Shopping BehaviorInfluencesInfluencesAtmosphereEmotional ResponseBehaviorLayoutSoundsSmellsTexture...Pleasure/displeasureArousal/BoredomTime inStoreAffiliationBuying

Olfactory Cues...Shoppers perceive higher quality goods in scented stores.Odors should be consistent with store offerings.These cues are expensive to maintain.

Effects of Spatial ArrangementsSpace modifies/shapes behaviorRetail store space affects consumersRetail stores affect attitudes, imagesStores can create desired consumer reactions

Social Surroundings . . .. . . deals with the effects of other people on a consumer in a consumption situation.

The Task Definition . . .. . . the situational reasons for buying or consuming a product or service at a particular time and place.

Usage situations form the context in which a product is used and influence the product characteristics sought by a consumer.

Occasion-Based Marketing OpportunitiesSometimes a product is locked into one usage situation, limiting market potential.Consumers may come to consider the product inappropriate for all other situations.

Gift-Giving MotivationsVoluntary

ObligatoryLowHighAltruismReciprocitycreationRitualobligationLove,friendshipDegree of Self-InterestGiftType

Gift Behavior and Gender...Women start shopping earlier for Christmas (October vs. November)Spend more time shopping/gift (2.4 vs. 2.1 hours) Are more successful (fewer of their gifts are exchanged)But men spend 50% more/gift.

Self-Gifts...Premeditated, indulgentRewarding an accomplishment, therapy for disappointmentBaseball glove/Front-end loader

Time...Individual differences in conceptionTime as a productTime as a situational variable

Time: Individual Differences...People Can Use Time in Four Different Ways:

WorkNecessitiesHouseworkLeisureObligatoryDiscretionary

Individual Time Differences Are Influenced by Culture...Linear Separable. There is a past, present, future. The future is expected to be better: the idea of progress. Activities are a means to an end.Circular Traditional. The future is like the present. Do today only what has to be done today. Time and money arent related.Procedural Traditional. Task Orientation. Meetings take as long as necessary.

Time as a Product Many Purchases Are Made to Buy Time

The time-buying consumer is a consumer who engages in buying time through these productsTime-saving qualities are a key promotional ideaTime can act as a product attribute

Perception Management, Time, and Lines In 1998, 70 Northern California MacDonalds restaurants tried multiple lines vs. one line.The single, serpentine line is most popular -Multiple lines actually move people fasterBut jumping from line to line creates stress.

Time as a Situational Variable How much time a consumer has available to do a task influences the buying strategy used to select and purchase the product.With limited time, there is less information search.

Antecedent States . . .. . . are the temporary physiological and mood states that a consumer brings to a consumption situation.

Physiological State: Hunger. Mood State: Happy feelings.

Antecedent States . . .. . . Can lead to problem recognition.. . . Can change the feeling component of hierarchy of effects (Ch. 8). . . Mood states influence behavior, e.g. shopping to alleviate loneliness.

Usage Situation, Person, and Product InteractionsThe Buying Act Results From Interactions That Occur Among:

Consumption situationsCharacteristics of the buying unit/person The product or service being offered

Managerial ImplicationsPositioning. Situational variables offer multiple opportunities for positioning.Research. May indicate which situations present opportunities for new products.Marketing Mix. Firms may be able to present time-saving attributes as a tradeoff for a higher price.Segmentation. An increase in the female work force presents opportunities to market to the segment of males doing more of their own shopping.

Situation-by-Product InteractionTennisMatchPartyMixerHigh

LowGatoradeGinger Ale

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