10-2 Issues Related to Purchase and Postpurchase
Activities
Slide 3
10-3 Situational Effects on Consumer Behavior (cont.) Mood
Effects: The way we feel at a particular time affects what we buy
or do Day Reconstruction Method How do morning vs. afternoon vs.
evening vs. late-night purchases differ? Weekend vs. weekday
purchases Situational self-image (Who am I right now?)
Slide 4
10-4 Social and Physical Surroundings Affect consumer moods and
purchase likelihoods Dcor, odors, temperature Co-consumers as
product attribute Large numbers of people = arousal vs. crowding
Jam-packed bars and stadiums Casinos Type of consumer patrons
social class similarity to me
Slide 5
10-5 Temporal Factors (Time) What exactly is TIME? Time Styles:
consumers try to maximize satisfaction by dividing time among tasks
Time Poverty One-third of Americans feel rushed Polychronic
activity multitasking
Slide 6
10-6 Temporal Factors (cont.) Psychological time: consumers
perception of time Often different from reality Time categories
relevant to marketers Good times for ads / sales messages:
occasion/leisure times, time to kill, distraction needs Bad times
for ads / sales messages: flow, engrossment and deadline /
high-stress, high-pressure times Social media?
Slide 7
10-7 Temporal Factors (cont.) Time styles / attitudes come from
culture Linear Separable Time / Monochronic theres a time and place
for everything, follow the clock (Americans) Procedural Time when
the time is right, ignore the clock (French) Circular/Cyclic Time
present-oriented, actions governed by the seasons (Latino cultures)
Queuing theory: mathematical study of waiting lines Waiting for
product = perception of good quality Too much waiting = negative
feelings Marketers use tricks / distractions / re-framing to
minimize psychological waiting time
Slide 8
10-8 The Shopping Environment Antecedent States:
mood/physiological condition influences what we buy, how much we
spend and how we evaluate products and services Mood = combination
of affective valence and arousal The difference between mood and
emotion Happiness = high in pleasantness and moderate in arousal
Elation = high in pleasantness, high in arousal Mood biases
judgments of products/services Moods are affected by store design,
music, interaction with staff, TV programs, ad humor, etc.
Slide 9
10-9 Reasons for Shopping Reasons for shopping: Utilitarian vs.
Experiential Experiential / Hedonic reasons include: Social
experiences Sharing of common interests Interpersonal attraction
Instant status The thrill of the hunt
Slide 10
10-10 In-Store Decision Making Spontaneous shopping consists
of: Unplanned buying: reminded to buy something Impulse buying:
sudden, irresistible urge to buy Point-of-purchase (POP) stimuli:
product display or demonstration that draws attention endcap
displays Salespeople Effects Commercial friendships Are commercial
friendships a good idea? Good salespeople vs. bad salespeople
Slide 11
10-11 Quality Is What We Expect It to Be Expectancy
Disconfirmation Consumers form expectations of product performance
based on prior experiences Expectancy Disconfirmation happens when
expectations arent met Marketers must manage expectations Dont
promise what you cant deliver Consider under-promising a little
When product fails, marketers must reassure customers with
honesty
Slide 12
10-12 Acting on Dissatisfaction Three ways consumers can act on
dissatisfaction: Complain to Business: appeal to retailer directly
(encourage this!) Complain to Others: express dissatisfaction to
friends or boycott store Involve Third Parties to Seek Redress:
take legal action Or Do nothing.
Slide 13
10-13 Product Disposal Strong product attachment = painful
disposal process Ease of product disposal is now a key product
attribute for consumers decisions Disposal is more complicated than
ever before Some consumers buy new products before disposing of old
products Disposal options (see next slide)
Slide 14
10-14 Consumers Disposal Options
Slide 15
10-15 Lateral Cycling: Junk versus Junque Lateral Cycling:
previously purchased products are sold to others or exchanged for
other things EBay, flea markets, Craigslist, garage sales,
classified ads, bartering for services, hand-me- downs, etc.
Divestment Rituals: Iconic Transfer: taking photos of objects
before selling them Transition-Place: putting items in an
out-of-the- way location before disposing of them Ritual Cleansing:
washing, ironing, and/or meticulously wrapping the item