Professional Documents
Culture Documents
Influences
Subcultural Regulatory
Environment Environment
Group/ family
Processes
Situational Influencers
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 . . .
Influences Influences
Low High
Reciprocity
Voluntary Altruism
creation
Gift
Type
Ritual Love,
Obligatory obligation friendship
Degree of Self-Interest
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...
Work Obligatory
Necessities
Housework
Leisure
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.
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
Low Gatorade
Tennis Party
Match Mixer