© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 11 Consumers in Situations

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Outcomes Understand how value varies with situations Know the different ways that time affects consumer behavior Analyze shopping as a consumer activity using the different categories of shopping activities

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Outcomes Distinguish the concepts of unplanned, impulse, and compulsive consumer behavior Use the concept of atmospherics to create consumer value Understand what is meant by antecedent conditions

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Situational Influence Time can influence consumers by changing the way information is processed Place can frame any purchase, consumption, or information processing situation Conditions can also influence consumption

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Time and Consumer Behavior Time pressure - Represents an urgency to act based on some real or self-imposed deadline Seasonality - Regularly occurring conditions that vary with the time of year Circadian cycle - Human body has a rhythm that varies with the time of day Advertiming – When companies run advertisements when customers will be most receptive to the messag e

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Shopping Value Personal shopping value (PSV) - Overall subjective worth of a shopping activity considering all associated costs and benefits Types – Utilitarian – Hedonic

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Retail Personality Functional quality Affective quality Retail personality Impulsive consumption

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Personality Traits Impulsivity - Represents how sensitive a consumer is to immediate rewards Consumer self-regulation - A tendency for consumers to inhibit outside, or situational, influences from interfering with shopping intentions – Action-oriented - High capacity to self-regulate – State-oriented - Low capacity to self-regulate

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Compulsive Consumer Behavior Harmful Seems to be uncontrollable Driven by chronic depression

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Retail and Service Atmospherics Atmospherics - The feelings created by the total aura of physical attributes that comprise the physical environment Servicescape - The physical environment in which consumer services are performed

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Atmosphere Elements Factors help create a competitive advantage: – Fit - Appropriateness of the elements for the given environment – Congruity - Consistency of the elements with one another Elements – Odor and color – Music – Merchandising and social setting – Virtual shopping

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Atmosphere Elements Source attractiveness - Degree to which a source’s physical appearance matches a consumer’s prototype and elicits a favorable response Social comparison - Naturally occurring mental personal comparison of the self with a target individual

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Antecedent Conditions Economic resourcesOrientationMoodSecurity and fearfulness