Consumer Behavior Chapter 13: Situational Influences

situational influence
all those factors particular to a time and place that do not follow from a knowledge or the stable attributes of the consumer and the stimulus and that have an effect on current behavior
Communication situation
the situation in which consumers receive information has an impact on their behavior. A marketer is able to deliver an effective message to consumers who are interested in the product and are in a receptive communications situation
purchase situations
the situation in which a purchase is made can influence consumer behavior. Marketers must understand how purchase situations influence consumers in order to develop marketing strategies that enhance the purchase of their products
usage situations
marketers need to understand the usage situations from which their products are, or many become, appropriate.
disposition situation
Consumers must frequently dispose of products or product packages after or before product use. decisions made by consumers regarding the disposition situation can create significant social problems as well as opportunities for marketers
physical surroundings
include decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object. Colors affect feelings and thought processes.
store atmosphere
the sum of all the physical features of a retail environment
atmospherics
the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers
servicescape
atmosphere is referred to a servicescape when describing a service business like a hospital, bank or restaurant
social surroundings
the other individuals present in the particular situation
embarrassment
a negative emotion influenced both by the product and the situation
temporal perspectives
situational characteristics that deal with the effect of time on consumer behavior
task definition
the reasoning the consumption activity is occurring. a big thing is gift giving
antecedent states
features of the individual person that are not lasting characteristics. example is someone who is momentarily depressed, goes shopping, and buys something nice for herself.
moods
transient feeling states that are generally not tied to a specific event or object. Momentary conditions reflect temporary states of being (tired, ill, having extra money, being broke)
Ritual situation
a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning, like holidays and meaningful events
Key situational Dimensions
Five key dimensions include:
1. Physical surroundings
2. Social surroundings
3. Temporal perspectives
4. Task definition
5. Antecedent states
Five steps for addressing situational factors
1.) Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumption of the product
2.) Survey a larger sample of consumers to better understand and quantify how the product is used and the benefits sought in the usage situation by the market segment
3.) Construct a person-situation segmentation matrix
4.) Evaluate each cell in terms of potential
5.) Develop and implement a marketing strategy for those cells that offer sufficient profit potential given your capabilities.