Chap013 cb
Transcript of Chap013 cb
CHAPTER THIRTEEN
Situational InfluencesSituational Influences
McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
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Consumer Decision Process
SITUATIONS
ProblemRecognition
InformationSearch
Alternative Evaluationand Selection
Outlet Selectionand Purchases
PostpurchaseProcesses
SITUATIONS
Ch. 14 - Problem Recognition
Ch. 15 - Information Search
Ch. 16 - Alternative Evaluation & Selection
Ch. 17 - Outlet Selection & Purchases
Ch. 18 - Postpurchase Processes
Ch. 13 - Situational Influences
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The Role of the Situation…
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The Nature of Situational Influence
• Communication Situation• What you hear
• Purchase Situation• When and Where
• Usage Situation• How
• Disposition Situation• What now
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1. Physical surroundings include geographical and institutional location, decor, sounds, aromas, lighting, weather, and visible configurations of merchandise or other material surrounding the stimulus object.
2. Social surroundings considers examples like other persons present, their characteristics, their apparent roles, and interpersonal interactions occurring.
3. Temporal perspective may be specified in units ranging from time of day to seasons of the year.
4. Task definition includes an intent or requirement to select, shop for, or obtain information about a general or specific purchase.
5. Antecedent states are momentary moods or momentary conditions
Five Classes of Situational Influence
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Physicalsituation
Shopperperceptions
Adaptivestrategies
Postpurchaseresponses
Increased physical density
Shorten planned purchases
Reduce shopping time
Alter use of in-store information
Reduced confidence in
purchases
Unpleasant experience
Store dissatisfaction
Crowded feelingConfined, closed-in feeling
Source: Adapted from G. Harrell, M. Hutt, and J. Anderson, “Path Analysis of Buyer Behavior under Conditions of Crowding,” Journal of Marketing Research, February 1980, pp.45-51.
The Impact of Physical Density
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Typology of Service Encounters
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Impact of Background Music
Variables Slow Music Fast Music
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0.420.32
0.05
0.300.40
0.030.03 0.02
0.62
0.00.10.20.30.40.50.60.70.80.91.0
Everyday dessert While watchingevening TV
Social gatheringwith coffee/tea
Economical Taste Liked by most
Attribute Importance
Source: J. B. Palmer and R. H. Cropnick, “New Dimension Added to Conjoint Analysis,” Marketing News, January 3, 1986, p. 62.
Impact of Social Situations on Dessert Choices
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Pre
fere
nce
As a part of your breakfast
Most preferred
Leastpreferred
Peach Banana Straw- Orange Plum Apple Kiwi Grape berry
#2 #3
Based on the students surveyed in this study:• Peaches were most preferred, particularly with breakfast and as a snack.• Strawberries were most preferred as a supper dessert, and number three overall as a part of
breakfast.• Oranges and grapes were rated two and three, respectively, as a snack.
Source: Adapted from P. Dickson, “Person-Situation: Segmentation’s Missing Link,” Journal of Marketing, Fall 1982, pp. 56-64.
Temporal Perspectives and Fruit Preferences
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CHAPTER 13Source: Adapted from P. Dickson, “Person-Situation: Segmentation’s Missing Link,” Journal of Marketing, Fall 1982, pp. 56-64.
Pre
fere
nce
As a snack during the day
Most preferred
Leastpreferred
Peach Banana Straw- Orange Plum Apple Kiwi Grape berry
#2
#3
Based on the students surveyed in this study:• Peaches were most preferred, particularly with breakfast and as a snack.• Strawberries were most preferred as a supper dessert, and number three overall as a part of
breakfast.• Oranges and grapes were rated two and three, respectively, as a snack.
Temporal Perspectives and Fruit Preferences
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Based on the students surveyed in this study:• Peaches were most preferred, particularly with breakfast and as a snack.• Strawberries were most preferred as a supper dessert, and number three overall as a part of
breakfast.• Oranges and grapes were rated two and three, respectively, as a snack.
Pre
fere
nce
As a supper dessert
Most preferred
Leastpreferred
Peach Banana Straw- Orange Plum Apple Kiwi Grape berry
#2 #3
Source: Adapted from P. Dickson, “Person-Situation: Segmentation’s Missing Link,” Journal of Marketing, Fall 1982, pp. 56-64.
Temporal Perspectives and Fruit Preferences
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Benefits “Sought” by Purchaser
Birthday Wedding
EnjoyabilityDurability
Uniqueness Usefulness
Durability Receiver’s need for product
High performance High performance
Usefulness Enjoyability
Innovativeness Uniqueness
Imaginativeness Presence of warranty
Receiver’s need for product Tangibility
Novelty Innovativeness
Allows receiver creativity Prettiness
Source: S. DeVere, C. Scott, and W. Shulby, “Consumer Perceptions of Gift-Giving Occasions: Attribute Sales and Structure,” in Advances in Consumer Research X, ed. R. P. Bagozzi and A. M. Tybout (Chicago: Association for Consumer Research, 1983), pp. 185-90.
Task Definition: Evaluative Criteria in Gift-Giving
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Benefits “Avoided” by Purchaser
Birthday WeddingLow quality Low quality
Unreliability Lack of receiver desire for product
Lack of receiver desire for product Lack of thoughtfulness
Lack of thoughtfulness Gaudiness
Gaudiness Lack of style
No reflection on receiver’s personality Unreliability
Lack of tastefulness Lack of tastefulness
Disliked by friends and family Disliked by friends and family
Lack of style Inconvenience
Inconvenience Inappropriate for occasion
Task Definition: Evaluative Criteria in Gift-Giving
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Ritual Situations
• A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning
• Some examples:• Social events
• Holidays
• Injurious consumption (Consumer Insight 13-1)
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Situational Description of Type of Influence the Situation Restaurant Chosen
1. Physical It is very hot and your air conditioning isn’t working
2. Physical You’re downtown Christmasshopping and the stores andstreets are very crowded.
3. Social Your fiancée's parents are goingto take you out for dinner and askyou to pick the restaurant.
4. Social Your neighbor comes over to visit,you are having a pleasant chat, andyou discover it is time for lunch.
5. Temporal You plan to go to a show at7:30 p.m. It is 6:30 p.m. now.
How Situations Might InfluenceChoice of a Restaurant
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How Situations Might InfluenceChoice of a Restaurant
Situational Description of Type of Influence the Situation Restaurant Chosen
6. Temporal You want to have an evening mealwith the family when not rushedfor time.
7. Task It’s your parents’ 25th weddinganniversary and you want to takethem out to dinner.
8. Task Your spouse won’t be home fordinner and you are wondering whatto feed the children.
9. Antecedent You are too tired to cook dinnerbecause you have had a veryfatiguing day at the office.
10.Antecedent You have just finished a toughsemester and you’re in the moodto really reward yourself.
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Consumer Insight 13-1
• Do you agree that binge drinking by college students is a form of ritual behavior?
• Utilizing the “fact” that binge drinking among college students is a ritual behavior, develop a commercial minimizing the negative aspects of the behavior.
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Use Situations and Product Positioning
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Person-Situation Segments for Suntan Lotions