Consumer Behavior - A FrameworkJohn C. Mowen

Michael S. Minor

Chapter 11: Situational Influences

Key Concepts Consumer

Situations Types of situational

influences Influence of physical

surroundings Store location

effects Store atmosphere

Task definition Categories of gift-

giving situations Influence of time Time differences

across cultures Types of antecedent

states

CulturalEnvironment

Economic Environment

SubculturalEnvironment

RegulatoryEnvironment

Group/ family Processes

Situational Influencers

IndividualProcesses

BuyingUnit

ExchangeProcess

Marketer

The Environment and the Exchange Process

Consumer Situations . . . consist of temporary environmental factors

that form the context within which a consumer activity occurs at a particular place and time.

include factors that: Involve the time and place in which a consumer

activity takes place Explain why the action takes place Influence consumer behavior

Table 11-1: Belk’s Situational Elements

Physical surroundings Social surroundings Time Task definition Antecedent states

Physical Surroundings . . .

. . .are the concrete physical and spatial aspects of the environment that encompass a consumer activity.

Effects of Music on Shoppers In a supermarket

store study sales increased daily by 38% when slower music was played.

A restaurant study found when slow music was played, liquor sales increased.

Effects of Music continued

� Playing peppy music while on hold or waiting in line doesn’t make time pass more quickly.

� Louder music increases “pace of events” perception but raises estimates of time durations.

The Effects of Crowding on Consumers

Density - how closely packed people are (i.e., the physical arrangements of people in a space).

Crowding - the unpleasant feelings that people experience when they perceive that densities are too high and that their control of the situation has been reduced to unacceptable levels.

High - and Low-density... High-density situations may be beneficial -

More perceived control in bar study, less in bank study.

In “fun” situations, density enhances pleasure. There is usually an optimal level of density. Other elements (time, convenience) as

important for shopping behavior.

Consumer Crowd Behavior In some circumstances consumers behave

like hysterical crowds Large groups may cause high physiological

arousal among each of the members The high arousal results in the tendency of each

member of the crowd to act on a dominant idea or tendency

Each person in a crowd becomes inconspicuous and individual responsibility is lost.

Store Location . . .. . . influences consumers from several perspectives.

Consumers have “cognitive maps” of a city’s geography that may not match the actual locations of retail stores.

Image transference exists: The image of anchor stores affects that of smaller stores in the same shopping center.

Store Layout . . .

. . . is the physical organization of a store that creates specific traffic patterns, assists retailers in the presentation of merchandise, and helps create a particular atmosphere.

Atmospherics . . .

. . . refers to how managers manipulate the design of the building, interior space, layout of aisles, texture of carpets and walls, scents, colors, shapes, and sounds experienced by customers to achieve a certain effect.

Atmospherics and Shopping Behavior

Influences Influences

Atmosphere Emotional Response

Behavior

LayoutSoundsSmellsTexture...

Pleasure/displeasureArousal/Boredom

Time inStoreAffiliationBuying

Olfactory Cues... Shoppers perceive

higher quality goods in scented stores.

Odors should be consistent with store offerings.

These cues are expensive to maintain.

Effects of Spatial Arrangements…

Space modifies/shapes behavior

Retail store space affects consumers

Retail stores affect attitudes, images

Stores can create desired consumer reactions

Social Surroundings . . .

. . . deals with the effects of other people on a consumer in a consumption situation.

The Task Definition . . .

. . . the situational reasons for buying or consuming a product or service at a particular time and place.

Usage situations form the context in which a product is used and influence the product characteristics sought by a consumer.

Occasion-Based Marketing Opportunities

Sometimes a product is locked into one usage situation, limiting market potential.

Consumers may come to consider the product inappropriate for all other situations.

Gift-Giving Motivations

Voluntary

Obligatory

Low High

Altruism Reciprocitycreation

Ritualobligation

Love,friendship

Degree of Self-Interest

GiftType

Gift Behavior and Gender... Women start shopping earlier for

Christmas (October vs. November) Spend more time shopping/gift (2.4 vs.

2.1 hours) Are more successful (fewer of their gifts

are exchanged) But men spend 50% more/gift.

Self-Gifts... Premeditated,

indulgent Rewarding an

accomplishment, therapy for disappointment

Baseball glove/Front-end loader

Time...

Individual differences in conception… Time as a product Time as a situational variable

Time: Individual Differences...

People Can Use Time in Four Different Ways:

Work Necessities Housework Leisure

Obligatory

Discretionary

Individual Time Differences Are Influenced by Culture...

Linear Separable. There is a past, present, future. The future is expected to be better: the idea of “progress”. Activities are a means to an end.

Circular Traditional. The future is like the present. Do today only what has to be done today. Time and money aren’t related.

Procedural Traditional. Task Orientation. Meetings take as long as necessary.

Time as a Product

Many Purchases Are Made to Buy Time

The “time-buying consumer” is a consumer who engages in buying time through these products

Time-saving qualities are a key promotional idea

Time can act as a product attribute

“Perception Management,” Time, and Lines

In 1998, 70 Northern California MacDonald’s restaurants tried multiple lines vs. one line.

The single, serpentine line is most popular - Multiple lines actually move people faster But jumping from line to line creates stress.

Time as a Situational Variable How much time a

consumer has available to do a task influences the buying strategy used to select and purchase the product.

With limited time, there is less information search.

Antecedent States . . .. . . are the temporary physiological and mood states that a consumer brings to a consumption situation.

Physiological State: Hunger. Mood State: Happy feelings.

Antecedent States . . .

. . . Can lead to problem recognition.

. . . Can change the “feeling” component of hierarchy of effects (Ch. 8)

. . . Mood states influence behavior, e.g. shopping to alleviate loneliness.

Usage Situation, Person, and Product Interactions

The Buying Act Results From Interactions That Occur Among:

Consumption situations Characteristics of the buying unit/person The product or service being offered

Managerial Implications Positioning. Situational variables offer

multiple opportunities for positioning. Research. May indicate which situations

present opportunities for new products. Marketing Mix. Firms may be able to present

time-saving attributes as a tradeoff for a higher price.

Segmentation. An increase in the female work force presents opportunities to market to the segment of males doing more of their own shopping.

Situation-by-Product Interaction

TennisMatch

PartyMixer

High

Low Gatorade

Ginger Ale