10_Buying_and_Disposing_S1

10_Buying_and_Disposing_S1 - Chapter 9 Buying and Disposing...

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Chapter 9 Buying and Disposing
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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
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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
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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
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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
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Temporal Factors “Time is money!” Careful information search/deliberation = luxury of time 6
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