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

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CHAPTER THIRTEEN

Situational InfluencesSituational Influences

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

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CHAPTER 13

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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CHAPTER 13

The Role of the Situation…

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CHAPTER 13

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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CHAPTER 13

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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CHAPTER 13

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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CHAPTER 13

Impact of Background Music

Variables Slow Music Fast Music

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CHAPTER 13

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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CHAPTER 13

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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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.

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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CHAPTER 13

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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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)

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CHAPTER 13

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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CHAPTER 13

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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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.

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CHAPTER 13

Use Situations and Product Positioning

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CHAPTER 13

Person-Situation Segments for Suntan Lotions