Chapter 11 Cb Flashcards
Situational influences
Contextual effects independent of enduring consumer brands or product characteristics
Temporary conditions
Wanting popcorn at the movies
Situational influence categories
Time pressure, time of year, time of day
Remember less details
Prevents enjoyments
Place: school be mall
Conditions: weather
Time pressure
Time of year
Time of day
Buying too much with less time
Swimsuits, festival season, Christmas
Lunch, night, morning
Circadian cycle rhythm
Times of days affects values of products
Spare time
Days hours minutes not obligated towards a time consuming activity
Convenience matters when limited spare time
Advertising must run when consumers most receptive
Shopping
Set of value producing activities that increase likelihood of purchase
Virtual shopping
Internet shopping
24/7
Ad choice - promotes ads based on shopping patterns
Aquisitional and epistemic shopping
Activities oriented toward specific intended purchase or purchases
Acquiring knowledge about products (reviews)
Experiential and impulsive shopping
Activities designed to provide interest fun or some other desired feelings
Spontaneous activities characterized by a diminished regard for consequences and heightened emotional involvement
Shopping activities and value
Personal shopping value (psv)
Utilitarian shopping value represents the worth obtained because some shopping is completed successfully
Hedonic shopping value represents the worth of an activity because the time spent doing the activity itself is sufficient
Motivated by need for self fulfillment
Unplanned shopping
Buying and consuming but not impulsive
Situational : something in environment triggers (tornado)
Utilitarian: fulfill a need to work efficiently
Spontaneous: done without prior decision making
Atmosphere elements
Fit: appropriateness of elements
Congruity: consistency of elements
Odors
Spa music
Colors - can effect price and quality perceptions
Scent - more scent more need to consume
Social setting
Environmental fragrancing
Increase worker productivity coffee shops libraries
Citrus scent and cleanliness
Brand names
Abstract vs informative
Coined names : made up words vs real words
Name of consultants
