1. Buying and Disposing

2. Issues Related to Purchase and Postpurchase Activities

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?”)

4. Social and Physical Surroundings
Affect consumer moods and purchase likelihoods
Décor, 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

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”

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?

7. Temporal Factors (cont.)
Time styles / attitudes come from culture
Linear Separable Time / “Monochronic” – “there’s 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

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.

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

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

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 aren’t met
Marketers must “manage expectations”
Don’t promise what you can’t deliver
Consider under-promising a little
When product fails, marketers must reassure customers with honesty

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.

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)

14. Consumers’ Disposal Options

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