Situational Influences

Question 1

Situations relevant to the consumption process.

Answer 1

1. Communication situation
   
   • receptive = difficult
     e. g. flu, exams
2. Purchase Situations
   
   • weather
   • parent alone/w/ child
3. Usage Situation
   
   • diff drink for diff occasions
4. Disposal Situation
   
   • ease of disposal
   • recycle easily

Question 2

Classification of situational influences.

Answer 2

1. Physical Surrounding
   
   • geographical
   • store atmospherics
   • servicescape
   • fast music = rapid turnover
2. Social surroundings
   
   • oth ppl present
3. Temporal Perspective
   
   • ltd. purchase time
   • our nature to consume quickly
4. Task definition
   
   • shopping for gift
5. Antecedent states
   
   • anxiety
   • pleasantness
   • cash on hand
   • fatigue/ ill

Question 3

Difference between mood and momentary conditions.

Answer 3

Mood is less intense than emotions; not tied to specific event/object.

Momentary conditions: tired, etc.

Question 4

Ritual situations

Answer 4

public holidays, first dates, etc.

Question 5

Situational influence and MS

Answer 5

-tired/thirsty after exercise