Situational Influences CHAPTER THIRTEEN Situational Influences Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

Consumer Decision Process 13-1 Ch. 13 - Situational Influences SITUATIONS Problem Recognition Information Search Alternative Evaluation and Selection Outlet Selection and Purchases Postpurchase Processes Ch. 14 - Problem Recognition Ch. 15 - Information Search Ch. 16 - Alternative Evaluation & Selection Ch. 17 - Outlet Selection & Purchases Ch. 18 - Postpurchase Processes Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

Five Classes of Situational Influence 13-2 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 provide additional depth to a description of a situation. Examples are 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. Time may also be measured relative to some past or future event for the situational participant. This allows conceptions such as time constraints imposed by prior commitments. 4. Task definition includes an intent or requirement to select, shop for, or obtain information about a general or specific purchase. In addition, task may reflect different buyer and user roles anticipated by the individual. For instance, a person shopping for a small appliance as a wedding gift for a friend is in a different situation than he or she would be in shopping for a small appliance for personal use. 5. Antecedent states are momentary moods (such as anxiety, pleasantness, hostility, and excitation) or momentary conditions (such as cash on hand, fatigue, and illness), rather than chronic individual traits. Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

The Impact of Physical Density on Shopper Perceptions, Shopping Strategies, and Postpurchase Processes 13-3 Physical situation Shopper perceptions Adaptive strategies Postpurchase responses Increased physical density Crowded feeling Confined, closed-in feeling Shorten planned purchases Reduce shopping time Alter use of in-store information Reduced confidence in purchases Unpleasant experience Store dissatisfaction 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.

Impact of Social Situations on Desired Dessert Attributes 13-4 Attribute Importance Source: J. B. Palmer and R. H. Cropnick, “New Dimension Added to Conjoint Analysis,” Marketing News, January 3, 1986, p. 62.

Fruit Preferences in Different Consumption Situations 13-5 As a part of your breakfast Preference Most preferred Least preferred #2 #3 Peach Banana Straw- Orange Plum Apple Kiwi Grape berry 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.

Fruit Preferences in Different Consumption Situations 13-5 (II) Preference As a snack during the day Most preferred Least 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.

Fruit Preferences in Different Consumption Situations 13-5 (III) As a supper dessert Preference Least preferred Most preferred #2 #3 Peach Banana Straw- Orange Plum Apple Kiwi Grape berry 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.

Evaluative Criteria in Gift-Giving Purchase Situations 13-6 Benefits “Sought” by Purchaser Birthday Wedding Enjoyability Durability 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.

Evaluative Criteria in Gift-Giving Purchase Situations 13-6 (II) Benefits “Avoided” by Purchaser Birthday Wedding Low 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 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.

How Situations Might Influence Choice of a Restaurant 13-7 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 Christmas shopping and the stores and streets are very crowded. 3. Social Your fiancee’s parents are going to take you out for dinner and ask you to pick the restaurant. 4. Social Your neighbor comes over to visit, you are having a pleasant chat, and you discover it is time for lunch. 5. Temporal You plan to go to a show at 7:30 p.m. It is 6:30 p.m. now. Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

How Situations Might Influence Choice of a Restaurant 13-7 (II) Situational Description of Type of Influence the Situation Restaurant Chosen 6. Temporal You want to have an evening meal with the family when not rushed for time. 7. Task It’s your parents’ 25th wedding anniversary and you want to take them out to dinner. 8. Task Your spouse won’t be home for dinner and you are wondering what to feed the children. 9. Antecedent You are too tired to cook dinner because you have had a very fatiguing day at the office. 10. Antecedent You have just finished a tough semester and you’re in the mood to really reward yourself. Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

Use Situations and Product Positioning 13-8 Used away from home II Home usage • I Concerned with response from others personal response Toothpastes Dental aids Fresh fruit Sodas Fruit-flavored gum/candy Mint-flavored candy/gum Mouthwashes I = Use situation: “To clean my mouth upon rising in the morning.” II = Use situation: “Before an important business meeting late in the afternoon.” Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.