10_Buying_and_Disposing_S1

10_Buying_and_Disposing_S1 - Chapter 9 Buying and Disposing...

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Unformatted text preview: Chapter 9 Buying and Disposing • Making a purchase is often not a simple, routine matter of going to the store and quickly picking out something. • Situational Effects on Consumer Behavior – Consumption situation • Behavioral (entertaining friends) • Perceptual (feeling pressed for time) – Situational self image • “who am I right now?” Introduction 2 Situational Effects on Consumer Behavior • A consumer’s choices are affected by many personal factors…and the sale doesn’t end at the time of purchase Antecedent States • Situational Factors • Usage Contexts • Time Pressure • Mood • Shopping Orientation Purchase Environment • Shopping Experience • Point-of-Purchase Stimuli • Sales Interactions Postpurchase Processes • Consumer Satisfaction • Product Disposal • Alternative Markets 3 Antecedent States • Mood/physiological condition influences what we buy and how we evaluate product – Stress impairs info-processing and problem solving • Pleasure and arousal • Mood = combination of pleasure and arousal – Happiness = high in pleasantness and moderate in arousal – Mood biases judgments of products/services – Moods are affected by store design, music, TV programs 4 Social and Physical Surroundings • Affect a consumer’s motives for product usage and product evaluation – Décor, odors, temperature – Co-consumers as product attribute • Large numbers of people = arousal • Interpretation of arousal: density vs. crowding • Type of consumer patrons 5 Temporal Factors • “Time is money!” • Careful information search/deliberation = luxury of time 6 Economic Time...
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This document was uploaded on 11/04/2011 for the course MKGT 633 at S.F. State.

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10_Buying_and_Disposing_S1 - Chapter 9 Buying and Disposing...

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