Situational Influences (1).pptx

Situational Influences (1).pptx - CONSUMER DECISION PROCESS...

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CONSUMER DECISION PROCESS
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Presentation by Mondelez
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Setting up this topic “Oreos”/ Mondelez Help yourself to ONE Oreo pack each If (and only if) you wish, try the Oreo Pay attention to the taste of the Oreo/ how you ate the Oreo/ think about other times you ate Oreos
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Oreos Many of you ate the Oreo incorrectly Malaysia USA/ China USA South America India
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Critical to marketers because they often involve prescribed consumption behaviors. Rituals seem to improve the consumption experience because they lead to greater involvement and interest. A ritual situation is a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning. 13-6 Ritual Situations
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Set up the Logic of Rituals - s-pulled-apart/article_cea55185-9316-52b5-837b-0564db650209.html - to-make-the-most-of-it/
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Rituals - Chocolate Vohs, K. D., Wang, Y., Gino, F., & Norton, M. I. (2013). Rituals enhance consumption. Psychological Science , 24 (9), 1714-1721. Ritual condition: “Without unwrapping the chocolate bar, break it in half. Unwrap half of the bar and eat it. Then, unwrap the other half and eat it.” No - ritual condition , participants relaxed for approximately the same duration and then ate the chocolate. Measures: Time taken to eat chocolate Subjective measure of enjoyment Subjective measure of taste Willingness-to-pay
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Results Time taken (seconds) 0 10203040 19.93 29.03 No Ritual Ritual Enjoyment (1-7) 1 2 3 4 5 6 7 5.15 5.95 No Ritual Ritual WTP (cents) 0 10 20 30 40 50 60 70 34 59 No Ritual Ritual Taste (1-7) 1 2 3 4 5 6 5.22 5.58 No Ritual Ritual
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Rituals – Baby Carrot Vohs, K. D., Wang, Y., Gino, F., & Norton, M. I. (2013). Rituals enhance consumption. Psychological Science , 24 (9), 1714-1721. Ritual condition: “Knock on table, take deep breath, eat baby carrot.” Repeat three times (three different bags, with slightly different baby carrots) Random condition: Different acts, before each baby carrot sampling. Measures: Anticipated enjoyment Actual enjoyment
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Results Anticipated enjoyment (1-7) 1 3 5 7 3.44 5.1 Random Ritual Actual Enjoyment (1-7) 1 3 5 7 3.88 5.2 Random Ritual More generally: Effects evident only if participants performs rituals, not just observes ritual Effects are because of intrinsic interest (e.g. was more fun)
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Agenda Define situational influence Explain the four types of situations Summarize the five characteristics of situations Discuss ritual situations
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Situational influence includes all those factors particular to a
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  • Fall '10
  • AHIRE
  • The Weather Channel, situational characteristics, Define situational influence

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