Buyer Behavior Chapter 13

Front 1

What is meant by term situation?

Back 1

a set of factors outside of and removed from the individual consumer, as well as removed from the characteristics or attributes of the stimulus object that the consumer is taking action on.

Front 2

Why is it important for a marketing manager to understand situational influences on purchasing behavior?

Back 2

Managers must look for situational influences because those influences can have impacts on consumers that may negate or work against marketing strategies.

Front 3

What are physical surroundings (as a situational variable)?

Back 3

Surroundings are those apparent, physical (real) aspects of any situation such as sound, light, configurations of merchandise, etc.

Front 4

What is store atmosphere?

Back 4

The sum of all the physical features of a retail environment is referred as the store atmosphere or environment.

Front 5

What is atmospherics?

Back 5

the process that the managers use to manipulate the physical retail environment to create specific mood responses in shoppers.

Front 6

What is a servicescape?

Back 6

Atmosphere is referred to as servicescape when describing a service business such as a hospital, bank, or restaurant.

Front 7

What are social surroundings (as a situational variable)? Give an example of how they can influence the consumption process.

Back 7

dealing with the other people present that could have an impact on the individual consumer's behavior. Shopping with one’s parents will often produce different behaviors and purchases than shopping with one’s friends.

Front 8

What is temporal perspective (as a situational variable)? Give an example of how it can influence the consumption process.

Back 8

dealing with the effect of time on consumer behavior. For example, the length of time available for a grocery shopping trip will have an effect on the amount of purchasing one does, as well as on the store one selects.

Front 9

What is task definition (as a situational variable)? Give an example of how it can influence the consumption process.

Back 9

the purpose or reason for engaging in the consumption behavior. Buying a product for selfuse versus as a gift has a substantial effect on the amount of shopping done and the features considered.

Front 10

What are antecedent conditions (as a situational variable)? Give an example of how they can influence the consumption process.

Back 10

These are features of the individual person that are not lasting characteristics. They are momentary moods or conditions. Being angry or upset, for example, might well influence reaction to a sales presentation and, therefore, affect buying behavior.

Front 11

What is a mood?

Back 11

Moods are transient feeling states that are generally not tied to a specific event or object.

Front 12

How does mood differ from an emotion?

Back 12

They are less intense than emotions.

Front 13

How do moods influence consumption behavior?

Back 13

Moods may affect all aspects of a person's behavior; however, they generally do not completely interrupt ongoing behavior as an emotion might.

Front 14

What is meant by the statement, “Situational variables may interact with product or personal characteristics”?

Back 14

Normally, no one variable will be totally responsible for behavior. Some combination of two or all three variables will usually be present. For example, the personal characteristic of urban or rural background may interact with the social surrounding situation of crowding (or the perception thereof) to influence behavior.

Front 15

Are individuals randomly exposed to situational influences? Why?

Back 15

No. Most people create the situations they face. In other words, consumers normally choose to engage in certain activities and therefore expose themselves to the situation.

Front 16

What is a ritual situation? Why are they important?

Back 16

It can be described as a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format, that have symbolic meaning. Ritual situations can range from completely private to completely public. They are of major importance to marketers because they often involve prescribed consumption behaviors. Every major American holiday (ritual situation) has consumption rituals associated with it. Even such religious holidays as Easter involve meals and clothing purchases.

Front 17

Describe a process for developing a situation-based marketing strategy.

Back 17

Individuals do not encounter situations randomly. Instead, most people “create” many of the situations they face. This allows marketers to consider advertising and segmentation strategies based on the situations that individuals selecting given lifestyles are likely to encounter. After determining the influence of different situations on purchase behavior for a product category, a marketer must determine which products or brands are most likely to be purchased when that situation arises. Then an appropriate positioning strategy can be developed. Table 13 - 2 illustrates the first part of this methodology for suntan lotion. Lecture Tip 1 provides a guideline for doing this in class.