CHAPTER THIRTEEN Situational Influences McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

2 CHAPTER 13 Consumer Decision Process SITUATIONS Problem Recognition Information Search Alternative Evaluation and Selection Outlet Selection and Purchases Postpurchase Processes SITUATIONS Ch Problem Recognition Ch Information Search Ch Alternative Evaluation & Selection Ch Outlet Selection & Purchases Ch Postpurchase Processes Ch Situational Influences

3 CHAPTER 13 The Role of the Situation…

4 CHAPTER 13 The Nature of Situational Influence Communication Situation What you hear Purchase Situation When and Where Usage Situation How Disposition Situation What now

5 CHAPTER 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

6 CHAPTER 13 Physical situation Shopper perceptions Adaptive strategies Postpurchase responses 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 The Impact of Physical Density

7 CHAPTER 13 Typology of Service Encounters

8 CHAPTER 13 Impact of Background Music Variables Slow Music Fast Music

9 CHAPTER 13 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

10 CHAPTER 13 Preference As a part of your breakfast Most preferred Least preferred 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 Temporal Perspectives and Fruit Preferences

11 CHAPTER 13 Source: Adapted from P. Dickson, “Person-Situation: Segmentation’s Missing Link,” Journal of Marketing, Fall 1982, pp Preference As a snack during the day Most preferred Least preferred 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

12 CHAPTER 13 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. Preference As a supper dessert Most preferred Least preferred 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 Temporal Perspectives and Fruit Preferences

13 CHAPTER 13 Benefits “Sought” by Purchaser BirthdayWedding EnjoyabilityDurability UniquenessUsefulness DurabilityReceiver’s need for productHigh performance UsefulnessEnjoyability InnovativenessUniqueness ImaginativenessPresence of warranty Receiver’s need for productTangibility NoveltyInnovativeness Allows receiver creativityPrettiness 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 Task Definition: Evaluative Criteria in Gift-Giving

14 CHAPTER 13 Benefits “Avoided” by Purchaser BirthdayWedding Low qualityLow quality UnreliabilityLack of receiver desire for product Lack of receiver desire for productLack of thoughtfulness Lack of thoughtfulnessGaudiness GaudinessLack of style No reflection on receiver’s personalityUnreliabilityLack of tastefulnessDisliked by friends and family Lack of styleInconvenience InconvenienceInappropriate for occasion Task Definition: Evaluative Criteria in Gift-Giving

15 CHAPTER 13 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)

16 CHAPTER 13 SituationalDescription of Type of Influence the SituationRestaurant Chosen 1.PhysicalIt is very hot and your air conditioning isn’t working 2.PhysicalYou’re downtown Christmas shopping and the stores and streets are very crowded. 3.SocialYour fiancée's parents are going to take you out for dinner and ask you to pick the restaurant. 4.SocialYour neighbor comes over to visit, you are having a pleasant chat, and you discover it is time for lunch. 5.TemporalYou plan to go to a show at 7:30 p.m. It is 6:30 p.m. now. How Situations Might Influence Choice of a Restaurant

17 CHAPTER 13 How Situations Might Influence Choice of a Restaurant SituationalDescription of Type of Influence the SituationRestaurant Chosen 6.TemporalYou want to have an evening meal with the family when not rushed for time. 7.TaskIt’s your parents’ 25th wedding anniversary and you want to take them out to dinner. 8.TaskYour spouse won’t be home for dinner and you are wondering what to feed the children. 9.AntecedentYou are too tired to cook dinner because you have had a very fatiguing day at the office. 10.AntecedentYou have just finished a tough semester and you’re in the mood to really reward yourself.

18 CHAPTER 13 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.

19 CHAPTER 13 Use Situations and Product Positioning

20 CHAPTER 13 Person-Situation Segments for Suntan Lotions