Chapter 10 Flashcards
What is Expectancy disconfirmation model?
Consumers form beliefs of product quality based on prior performance
What are the three issues related to purchase and post purchase activity?
Antecdent States - situational factors, usage contexts, time pressure
Purchase Environment - Point of purchase stimuli, shopping experience, sales interactions
Post Purchase Process - customer satisfaction, product disposal
Situational effects can be _________ or _________
behavioural or perceptual
Situational Self Image?
Who am I right now?
Identifying usage situations
Usage Contexts
Your preference of item for a specific use such as asking yourself- What beverage would you prefer to consume in the following usage situations:
Friday afternoon after your last exam.
With your parents at lunch.
Physical and Social Surroundings affects a consumer’s _______ for ________ and ___________
Motives, Product usage, Product Motivation
What does a large number of people create?
Arousal
How do we interpret arousal?
density vs crowding
Type of customers patrons matter
What are some Physical Surroundings examples?
Blue is superior to red in terms of generating positive outcomes for both the retailer and the consumer.
One study found that a floral-scented environment increased sales of Nike shoes.
Another study found that music, particularly music that the audience liked increased their positive perception of how long a wait for a service was.
Time Styles
Consumers try to maximize satisfaction by dividing time among tasks
Time poverty
The feeling of being pressed for time
Economic Time
Looking at time as an economic variable that must be divided among activities
Psychological time
Consumers’ perception of time
Good times for ads
occasion/leisure times and time to kill
Bad times for ads
: flow and deadline times
Queuing theory:
mathematical study of waiting lines
Waiting for product = ________
Too much waiting = ______
Good quality, negative feelings
Antecedent states
Mood/physiological condition influences what we buy and how we evaluate product
The two dimensions that determine whether a shopper will react positively or negatively to a store environment are
Pleasure and arousal
Mood congruency
Mood biases judgments of products/services
Moods are affected by store design, music, TV programs
Social motives to shopping are important such as if a shopper shops for ______ or ______ reasons
utilitarian or hedonic reasons
Women shop to _____ and Men shop to ______
Love, Win
Hedonic reasons to shopping include:
Social experiences - people meet at shopping center to socialize and spend their leisure time
Sharing of common interests- stores offer specialized goods that allow people with common interests to communicate
Interpersonal attraction- central place to hangout (teenagers hanging out at mall for example)
Instant status- feeling important by being recognized by sales people for example
The thrill of the hunt- shoppers that pride themselves on their knowledge of the marketplace
List the 5 Shopping orientations
Economic - rational, goal oriented shopper, maximizing value of money
Personalized Consumer - Forms strong attachments to store personnel
Ethical Consumer - Helps the underdog by supporting local
Apathetic Consumer - does not like shopping, sees it as a chore
Recreational Shopper - views shopping as a social fun activity
