Lecture 6 Flashcards
(23 cards)
What are situational influences in consumer behavior?
Contextual effects independent of the consumer, brand, or product characteristics that affect decision-making and experienced value.
Name the three main forms of situational influences.
Time, Place, and Conditions.
How does time pressure influence consumer behavior?
It leads to less information processing, reliance on heuristics, and a shift from hedonic to utilitarian choices.
What is discretionary time?
Spare time not committed to compulsory activities; affects the type of value consumers seek.
Define ‘seasonality’ in consumer behavior
Regularly occurring conditions that vary with the time of year and influence purchasing patterns.
What is the circadian cycle?
The body’s energy rhythm throughout the day, influencing shopping preferences and energy levels.
How can time of day impact consumer value perception?
Morning shoppers prefer less variety, while afternoon shoppers seek more variety due to higher arousal.
What is atmospherics?
The emotional and cognitive influence of the physical or virtual environment on consumers.
What are the two main qualities of an environment in atmospherics?
Functional and affective qualities.
What does ‘fit’ mean in retail atmosphere?
The appropriateness of environmental elements for a given context.
Define ‘congruity’ in retail atmospherics.
The consistency of elements within a retail environment.
How do odours influence consumer behavior?
They affect cognitive processing and emotional reactions, altering willingness to try and buy.
What is the difference between foreground and background music?
Foreground music grabs attention; background music subtly affects pace and mood.
How does lighting affect perceived product value?
Lighting can enhance or diminish the effects of color and atmosphere, influencing quality perception.
What are antecedent conditions in consumer behavior?
Pre-existing conditions like mood, economic resources, or fear that frame the consumption experience.
How does buying power influence consumption?
Greater economic resources increase purchase potential and reduce price sensitivity.
How does mood affect consumer behavior?
Good moods increase hedonic value; bad moods reduce purchase likelihood and satisfaction.
What is epistemic shopping?
Shopping done to acquire knowledge about products.
Differentiate between impulsive and unplanned shopping.
Impulsive shopping is emotionally driven and hedonically motivated; unplanned shopping is triggered by situational cues with utilitarian intent.
What is compulsive buying behavior?
An uncontrollable urge to buy, overriding rational thought.
Define consumer self-regulation.
The ability to control buying behavior despite situational influences.
What is utilitarian shopping value?
Value derived from completing a shopping task efficiently.
What is hedonic shopping value?
Value derived from the pleasure and gratification of the shopping experience.
