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

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

3. 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.

4. 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

5. 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.

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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 :30 p.m. It is 6:30 p.m. now.
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

12. 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.

13. 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.