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In addition individuals often are affected by their

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Unformatted text preview: . Social expectations and ritualised consumption situations, such as birthdays, can put pressure on consumers to do things they would not necessarily do, consumption wise. This will also vary depending on the occasion and nature of the “receiving” consumers [Hawkins et al., 2001:488 and Churchill & Peter, 1998:165]. A child, for instance, may want to impress his teacher by giving her an expensive gift. The child’s mother would then look for gifts that would satisfy her child, his teacher and herself. In other words, a cheap pair of men’s underpants would be inappropriate. iii. Social surroundings Consumers are sometimes surrounded by other consumers during the consumption and at other times not. There may either be positive or negative repercussions [Zeithaml & Bitner, 1996:86]. For example, a consumer might enjoy being surrounded by people 94 when going shopping, whilst someone else might prefer the comfort of shopping on the Internet in the privacy of their home. In addition, individuals often are affected by their social surroundings depending on the importance of their present company [Hawkins et al., 2001:486 and Ho, 2002:12]. The way a child wears old clothing when going to Veld School and trendy, impressive branded clothing at a party illustrates this point. iv. Antecedent states Temporary characteristics of a consumer, such as moods and momentary conditions, are known as antecedent states. A distinction, however, has to be made. Moods are less intense and interruptive than emotions, and generally not associated to a specific event or object. Consumers use terms such as “happy” and “peaceful” to describe their state of mind and will actively manage their mood states accordingly. For example, a sad person will try to cheer himself or herself up by doing something they enjoy, whilst a happy person might want to stay happy and will also do something they enjoy doing. In this case a father might consider buying his daughter some sweets either when she is happy or sad. Momentary conditions, on the other hand, reflect a person’s states of being [Engel et al., 1995:795]. A person that is tired is an example. This consumer subsequently will try to eradicate the problem of being tired by drinking an energy drink. v. Temporal perspectives As already pointed out earlier on, this situational characteristic refers to time being able to affect consumers in a various ways. For example, consumers that lack time may result in visiting fewer stores and making rushed purchases, thus eliminating certain alternatives [Arens, 1999:144]. This has lead to the general assumption that the less time there is available, the shorter the information search will be, the less available information will be used and the more sub-optimal purchases will be made [Hawkins et al., 488]. In addition, the demand for many products is highly time sensitive [Enis, 2001:35 and Burgess, 1998:22]. Christmas decorations, for instance, are in great demand during the month of December but not in May....
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