Chapter 8: Buying, Using and Disposing

Question 1

What are factors affecting the pre-purchase, purchase and post purchase experience

Answer 1

Pre-purchase: shopping orientation, utilitarian (purpose) vs. hedonic (fun)

Purchase: store atmosphere, point of purchase, stimuli from salespeople

Post purchase: expectancy, disconfirmation and dissonance

Question 2

Hedonic shopping motives include

Answer 2

• gratification seeking: shopping for stress relief to alleviate a negative mood or as a special treat to oneself
• ideas shopping: the desire to keep up with trends and new fashions, to see new products and innovations
• adventure seeking: seeking stimulation, excitement, adventure or the feeling of being in another world
• social shopping: the enjoyment of shopping with friends and families, socializing and bonding with others
• role play: the pleasure derived from imagining how friends and relatives will accept a gift
• value shopping: the thrill of purchasing items on sale and hunting for bargains and discounts

Question 3

Explain retail theming

Answer 3

Stores create imaginative environments that transport shoppers to fantasy worlds

Question 4

What are the different kinds of theming techniques

Answer 4

landscape themes - rely on associations with images of nature, earth, animals and the physical body

marketscape themes - build on associations with manufactured places (recreate a real Italian city)

cyberspace themes - build on images of information and communications

mindscape themes - draw on abstract ideas and concepts, introspection and fantasy, and often possesses spiritual growth overtones

Question 5

What are store atmospherics

Answer 5

The conscious designing of space and it’s various dimensions to evoke certain effects in buyers, using colors, scents and sensory cues

Question 6

Explain the two kinds of in store decision-making

Answer 6

• unplanned buying: recognizes a new need while in the store
• impulse buying: when they experience a sudden irresistible urge

Question 7

What are the point of purchase stimulus

Answer 7

• The sales person: factors that help to define a sales person’s role and effectiveness is their age, appearance, education level and motivation to sell
• Satisfaction/dissatisfaction
• Dissonance: consumers actively seek support for their decisions so they can justify them

Question 8

Explain design thinking

Answer 8

It is a process that identifies a series of steps the designer should take to make interacting with a product, service or store as seamless as possible, beginning with empathy, defining, ideate, prototype & testing

Question 9

Explain e-commerce and the digital world

Answer 9

• from bricks to clicks
• shopping apps and in-store tech (AR & VR)
• digital currencies
• online commerce
• liquid consumption (we value speed, flexibility and convenience)

Question 10

What are the three core attributes of liquid consumption

Answer 10

• Ephemeral: people can have a liquid relationship to products and brands in which they value those objects only in certain contexts and for limited lengths of time
• Access based: liquid products are accessed rather than owned outright, this allows consumers to see more variety and temporarily consume products that they normally could not own
• Dematerialized: liquid products used fewer or no materials in order to deliver their desired functionality, examples include digital goods and services like iCloud services