SBD Essay Flashcards
Paragraph 1 of Shopping Process Essay
- Solomon et al (2006) model
- Antecedent
- Purchase environment
- Post-purchase processes
- Benefit of model
- Flaw of model
- Benefits to markets of understanding atmospherics impact on mood
- Owolabi (2009)
- Despite the importance of this limitation, the model provides the opportunity to frame answer through highlighting the value to marketers of understanding theoretical issues surrounding each stage
What does the antecedent stage involve?
- Transient moods such as excitement, stress, relaxed
- Transient conditions such as time pressure & disposable income available and how these can prime consumers prior to a consumption situation
What does the purchase environment involve?
- The overall shopping experience consumers have in a physical retail setting
- Regards factors such as the shopping experience and atmospherics and their impact on the purchase environment
What does the post purchase stage involve?
What goes on after the purchase, such as level of satisfaction and options of disposal
Benefit of Solomons SBD Model?
- Clear outline of shopping process
- Suggests key factors that impact consumers in each stage
Drawbacks of Solomons SBD model?
- Places mood solely in antecedent state
- Mood can be influenced in the purchase environment also
Benefits to marketers of understanding atmospherics and their impact on mood?
- They can apply this knowledge in the purchase environment to manipulate the experience consumers have in store
Olowabi (2009)
People in good moods make quicker, more impulsive decisions
Paragraph 2 of Shopping Process Essay
- Revisit antecedent state
- Impact situational factors such as self-identity has on consumption
- Close ties to CB area of Self
- Not as simple as taking self-identity into account
- Must then consider Situational self-image
- Conspicuous Consumption
- Example of boat cruise in Paris
- How it illustrates limitations of CC
- Example fits more with Solomon et al (2019)
What is situational self-image?
If marketers want deeper understanding of shopping process they should consider identity consumers assume depending on varying scenarios
What is conspicuous consumption?
- Examines consuming with the intention of displaying riches and status as its primary goal (Charles et al, 2007)
Example of Paris Boat Cruise
Partner and I were on a dinner cruise in paris and I bought a bottle of champagne to go with the meal.
How is Conspicuous Consumption limited?
I bought it for her as a birthday treat, but conspicuous consumption assumes I bought the champage to exhibit wealth
Solomon et al (2019) regarding decision making
Claims that consumers make decisions based on personality, values and beliefs.
Paragraph 3 of Shopping Process Essay
- Revisit purchase environment
- Importance of customer experience
- Subsequent importance of udnerstanding/awareness of atmospherics
- Solomon et al (2019) definition atmospherics
- Important for marketers to make atmosphere reflect image of company
- Spa example - lighting , music
- Overstimulation negatives.
