ENVIRONMENTAL AND SITUATIONAL INFLUENCES
those factors existing independently of individual
consumers and firms that influence the exchange process
- information acquisition
PERSON, SITUATION, PRODUCT INTERACTIONS
Do you like grapes? Peas?
Do you like oatmeal?
- as a desert after dinner?
When are grapes most likely to be consumed and enjoyed?
EXAMPLES OF SITUATIONS / SITUATIONAL INFLUENCES
- Watching a TV commercial during a football broadcast
at a party in a dorm room at 1:00 p.m. Saturday afternoon
- Watching a TV commercial alone during a zombie movie
at 1:00 a.m. Tuesday morning.
- Eating at an expensive restaurant with date at 6:30 p.m.
- Eating at McDonald's at 6:30 a.m. Tuesday morning on
the way to work.
- Shopping at the mall for an interview suit.
- Shopping at Salvation Army for a dorm room sofa.
temporary environmental factors that form the context within
which a consumer activity occurs at a particular time and place
a set of factors outside of and removed from the individual
Five environmental/situational influences:
- physical surroundings
- social surroundings
- task definition
- antecedent states
the concrete physical and spatial aspects of the environment
encompassing a consumer activity
Marketers have control over some of these, such as atmospherics.
- - etc.
- store location
- store displays
- - etc.
deal with other persons present who could have an impact on
the individual consumer's behavior; the effects of other people
on a consumer in a consumer activity
You are in a store looking at personal hygiene products. An
attractive classmate of the opposite gender sees you and stops
to chat. Would this encounter affect what brand you choose?
Would you delay the purchase?
You are walking through the mall and something in the lingerie
store looks interesting. Would you stop to further investigate
if you are with your best friend? If you are with your mother?
more details when we discuss group influences:
- social class
- reference groups
reflects the purpose or reason for engaging in the buying or
- shopping for a birthday gift
- shopping for bread and milk
- shopping for an interview outfit
- using a computer at home
- using a computer at work
TIME AND TEMPORAL PERSPECTIVE
deal with the effect of time on consumer behavior
- you have a job interview lined up for next Wednesday and
need an interview outfit
- you will be graduating in two years and will need to find
an interview outfit before then
features of the individual person that are not lasting or relatively
- Momentary moods are such things as temporary states
of depression or high excitement. (Moods are transient feeling
sates that are not tied to a specific event or object.)
- Momentary conditions are such things as being tired,
feeling ill, etc.