Marketing 334Consumer Behavior

Chapter 13Situational Influences

From: Consumer Behavior, 10th ed. By Hawkins, Mothersbaugh and Best

The Nature of Situational InfluenceThe Nature of Situational Influence

Situational influenceSituational influence includes all those factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior.

The Nature of Situational InfluenceThe Nature of Situational Influence

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The Nature of Situational InfluenceThe Nature of Situational Influence

Four types of situations:Four types of situations:

1.1. The Communications SituationThe Communications Situation

2.2. The Purchase SituationThe Purchase Situation

3.3. The Usage Situation, and The Usage Situation, and

4.4. The Disposition SituationThe Disposition Situation

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Situational Characteristics and Situational Characteristics and Consumption BehaviorConsumption Behavior

The five key dimensions or characteristics are

1. Physical surroundings

2. Social surroundings

3. Temporal perspectives

4. Task definition

5. Antecedent states

Situational Characteristics and Situational Characteristics and Consumption BehaviorConsumption Behavior

Physical SurroundingsPhysical Surroundings

AtmosphericsAtmospherics is the sum of all the physical features of a retail environment.

AtmosphericsAtmospherics influences consumer judgments of the quality of the store and the store’s image.

AtmosphereAtmosphere is referred to as servicescapeservicescape when describing a service business such as a hospital, bank or restaurant.

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Comparison of Hotel Lobbies (Figure 10.1)

Four Seasons Hotel, New York

Orbit Hotel and Hostel, Los Angeles

The servicescape is part of the value proposition!

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Distinctive Servicescapes Create Customer Expectations

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Distinctive Servicescapes Create Customer Expectations

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Situational Characteristics and Situational Characteristics and Consumption BehaviorConsumption Behavior

Typology of Service EnvironmentsTypology of Service Environments

Physical SurroundingsPhysical Surroundings

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Situational Characteristics and Situational Characteristics and Consumption BehaviorConsumption Behavior

Components of physical surroundings:Components of physical surroundings:

1.1. ColorsColors

2.2. AromasAromas

3.3. MusicMusic

4.4. CrowdingCrowding

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Color Degree of Warmth

Nature SymbolCommon Association and Human

Responses to Color

Red Warm Earth High energy and passion; can excite and stimulate

Orange Warmest Sunset Emotions, expressions, warmth

Yellow Warm SunOptimism, clarity, intellect, mood-enhancing

Green CoolGrowth, grass, and trees

Nurturing, healing, unconditional love

Blue Coolest Sky and ocean Relaxation, serenity, loyalty

Indigo Cool Sunset Mediation and spirituality

Violet Cool Violet flowerSpirituality, reduces stress, can create an inner feeling of calm

Common Associations and Human Responses to Colors (Table 10-3)

Situational Characteristics and Situational Characteristics and Consumption BehaviorConsumption Behavior

Physical SurroundingsPhysical Surroundings

The Impact of Background Music on Restaurant PatronsThe Impact of Background Music on Restaurant Patrons

Situational Characteristics and Situational Characteristics and Consumption BehaviorConsumption Behavior

Temporal PerspectivesTemporal Perspectives

Limited purchase time often limits search

Internet shopping is growing rapidly as a result of the time pressures felt by consumers.

Temporal perspectivesTemporal perspectives deal with the effect of time on consumer behavior.

Situational Characteristics and Situational Characteristics and Consumption BehaviorConsumption Behavior

Task DefinitionTask Definition

Task definitionTask definition is the reason the consumption activity is occurring.

Consumers give gifts for many reasons:

•social expectations

•ritualized situations

•to elicit return favors

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Situational Characteristics and Situational Characteristics and Consumption BehaviorConsumption Behavior

Types of antecedent states:Types of antecedent states:

MoodsMoods

• Transient feeling states that are generally not tied to a specific event of object.

Momentary ConditionsMomentary Conditions

• Temporary states of being (tired, ill, having extra money, being broke, etc.)

Ritual SituationsRitual Situations

A ritual situationritual situation is a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning.

Situational Influences and Marketing Situational Influences and Marketing StrategyStrategy

Identify the different situations that might involve the consumption of a product

Determine which products or brands are most likely to be purchased or consumed across those situations.

One method of dealing with this question is to jointly scale situations and products.

Situational Influences and Marketing Situational Influences and Marketing StrategyStrategy

Situational Influences and Marketing Situational Influences and Marketing StrategyStrategy

Five Steps for Developing Situation-Based Marketing StrategiesFive Steps for Developing Situation-Based Marketing Strategies

1.1. Use observational studies, focus group discussions, depth Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage interviews, and secondary data to discover the various usage situations that influence the consumption of the product.situations that influence the consumption of the product.

2.2. Survey a larger sample of consumers to better understand and Survey a larger sample of consumers to better understand and quantify how the product is used and the benefits sought in the quantify how the product is used and the benefits sought in the usage situation by the market segment.usage situation by the market segment.

3.3. Construct a person-situation segmentation matrix.Construct a person-situation segmentation matrix.

4.4. Evaluate each cell in terms of potential.Evaluate each cell in terms of potential.

5.5. Develop and implement a marketing strategy for those cells Develop and implement a marketing strategy for those cells that offer sufficient profit potential given your capabilities.that offer sufficient profit potential given your capabilities.

Situational Influences and Marketing Situational Influences and Marketing StrategyStrategy