1. Consumers in Situations
BABIN / HARRIS CB
PART 4
CHAPTER 11
Consumers in Situations
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

2. Learning Outcomes Understand how value varies with situations.
Know the different ways that time affects consumer behavior.
Analyze shopping as a consumer activity using different categories of shopping activities.
Distinguish the concepts of unplanned, impulse and compulsive consumer behavior.
Use the concept of atmospherics to create consumer value.
Understand what is meant by antecedent conditions.
11-2
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

3. Situational Influences
Contextual effects, independent of enduring consumer, brand, or product characteristics.
Categories:
Time
Place
Conditions
LO1
11-3
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

4. Time and Consumer Behavior
Temporal factors—situational characteristics related to time:
Time pressure—urgency to act based on some real or self-imposed deadline.
Time of year
Seasonality—refers to regularly occurring conditions that vary with the time of year.
Time of day
Circadian cycle—body rhythm that varies with the time of day.
LO2
11-4
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

5. Advertiming
Companies buy advertising using a schedule that runs the advertisement primarily at times when customers will be most receptive to the message.
LO2
11-5
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

6. Shopping Activities Shopping activities:
Acquisitional shopping—purchase oriented
Epistemic shopping—knowledge acquisition
Experiential shopping—recreational activity
Impulse shopping—spontaneous activity
LO3
11-6
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

7. Shopping Value
Personal shopping value (PSV)—the overall subjective worth of a shopping activity considering all associated costs and benefits.
Types:
Utilitarian—the worth obtained by completing the shopping task successfully.
Hedonic—worth of an activity because the time spent doing the activity is personally gratifying.
LO3
11-7
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

8. Retail Personality
The way a retail store is defined in the mind of a shopper based on the combination of functional and affective qualities.
Functional quality—facilitating the task of shopping by providing utilitarian value.
Affective quality—provide hedonic value by creating an emotionally rewarding environment.
LO3
11-8
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

9. Impulsive Consumption
Spontaneous and involves at least short-term feelings of liberation.
Associated with a diminished regard for any costs or consequences associated with the act.
Motivated by a need for immediate self-fulfillment and is usually highly emotional and associated with hedonic shopping value.
LO4
11-9
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

10. Impulsiveness The act:
Involves willingly deviating from previous plans and thus shows spontaneity and no doubt feelings of liberation from the negative events of the day.
Shows diminished regard for consequences either for missing the business lunch of for any expense incurred.
Fulfills the need to maintain a positive outlook on the self and thus provides hedonic value.
LO4
11-10
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

11. Unplanned Shopping Characterized by:
Situational memory—something in the environment triggers the knowledge in memory that something is needed.
Utilitarian orientation—the consumer is not usually emotionally involved.
Spontaneity—done without any significant deliberation or prior decision making.
LO4
11-11
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

12. Personality Traits
Impulsivity—represents how sensitive a consumer is to immediate rewards.
Consumer self-regulation—a tendency for consumers to inhibit outside, or situational, influences from interfering with shopping intentions.
Action-oriented—high capacity to self-regulate
State-oriented—low capacity to self-regulate
LO4
11-12
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

13. Compulsive Consumer Behavior
Distinguishing characteristics:
Harmful behavior
Uncontrollable behavior
Driven by chronic depression
LO4
11-13
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

14. Retail and Service Atmospherics
Atmospherics—the emotional nature of an environment or more precisely, the feelings created by the total aura of physical attributes that comprise the physical environment.
Servicescape—the physical environment in which consumer services are performed.
LO5
11-14
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

15. Atmosphere
Two atmospheric factors help create a competitive advantage:
Fit—appropriateness of the elements for the given environment.
Congruity—consistency of the elements with one another.
LO5
11-15
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

16. Odors Music Color Merchandising Social settings Virtual shopping
Atmosphere Elements
Odors
Music
Color
Merchandising
Social settings
Virtual shopping
LO5
11-16
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

17. Shaping the Exchange Environment
Source attractiveness – the degree to which a source’s physical appearance matches a prototype for beauty and elicits a favorable or desirous response
Social comparison – a naturally occurring mental personal comparison of the self with a target individual within the environment
LO6
11-18
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

18. Antecedent Conditions
Situational characteristics that a consumer brings to a particular information processing, purchase, or consumption environment.
Include:
Economic resources
Orientation
Mood
Security and fearfulness
LO6
11-17
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.