Chapter 10

Consumers in Situations

BABIN / HARRIS
2009 South-Western, a division of Cengage Learning.

Learning Outcomes
LO1

Understand how value varies with situations.

LO2

Know the different ways that time affects consumer

behavior.

LO3

Analyze shopping as a consumer activity using the

different categories of shopping activities.

LO4

Distinguish the concepts of unplanned, impulse and

compulsive consumer behavior.

LO5
LO6

Use the concept of atmospherics to create consumer

value.
Understand what
is meant by antecedent conditions.
2009 South-Western, a division of Cengage Learning.

10-2

LO1

Understand
Understand how
how value
value varies
varies
with
with situations.
situations.

2009 South-Western, a division of Cengage Learning.

LO1

Situational Influences
Contextual
Contextual effects
effects
independent
independent of
of enduring
enduring
consumer,
consumer, brand,
brand, or
or product
product
characteristics.
characteristics.

2009 South-Western, a division of Cengage Learning.

10-4

Exhibit
10.1
LO
Situational Influence Categories
1

2009 South-Western, a division of Cengage Learning.

10-5

The Place is a Contextual Effect

Popcorn becomes
more valuable at the
movies.

2009 South-Western, a division of Cengage Learning.

10-6

LO2

Know
Know the
the different
different ways
ways that
that time
time
affects
affects consumer
consumer behavior.
behavior.

2009 South-Western, a division of Cengage Learning.

LO1

Time and Consumer Behavior

Time
Time
pressure
pressure
Time
Time of
of year
year
Time
Time of
of day
day

2009 South-Western, a division of Cengage Learning.

10-8

Time To Be SAD!
Seasonal affective
disorder (SAD) can
affect consumers in
many ways.
Products exist to try
to help consumers
deal with it.
2009 South-Western, a division of Cengage Learning.

10-9

LO3

Analyze
Analyze shopping
shopping as
as aa consumer
consumer
activity
activity using
using the
the different
different
categories
categories of
of shopping
shopping activities.
activities.

2009 South-Western, a division of Cengage Learning.

LO3

Shopping
The
The set
set of
of value
value producing
producing
consumer
consumer activities
activities that
that
directly
directly increase
increase the
the
likelihood
likelihood that
that something
something will
will
be
be purchased.
purchased.
2009 South-Western, a division of Cengage Learning.

10-11

Shopping Enhances Purchase

Behavior

What happens
when the
situation involves
shopping with a
friend?

2009 South-Western, a division of Cengage Learning.

10-12

Exhibit
10.2:
Shopping
Activities
LO
and Shopping Value
3

2009 South-Western, a division of Cengage Learning.

10-13

LO3

Shopping Value
Personal shopping value (PSV)
the overall subjective worth of a
shopping activity considering all
associated costs and benefits.
Types:
Utilitarian
Hedonic
2009 South-Western, a division of Cengage Learning.

10-14

Exhibit
10.3:
A
Retail
Personality
LO
Perceptual Map
3

2009 South-Western, a division of Cengage Learning.

10-15

LO4

Distinguish
Distinguish the
the concepts
concepts of
of
unplanned,
unplanned, impulse
impulse and
and
compulsive
compulsive consumer
consumer behavior.
behavior.

2009 South-Western, a division of Cengage Learning.

Unplanned or Impulsive?

A spontaneous
gum purchase may
be unplanned, but
is it impulsive?

2009 South-Western, a division of Cengage Learning.

10-17

Exhibit
10.4:
Impulsive
versus
LO
Unplanned Shopping Behavior
4

2009 South-Western, a division of Cengage Learning.

10-18

LO4

Personality Traits
Impulsivity represents how sensitive a
consumer is to immediate rewards.
Consumer self-regulation a tendency
for consumers to inhibit outside, or
situational, influences from interfering with
shopping intentions.
Action-oriented high capacity to selfregulate.
State-oriented low capacity to self-regulate.
2009 South-Western, a division of Cengage Learning.

10-19

Exhibit
10.5:
Retail
Approaches
at
LO
Encouraging Impulse Purchases
4

2009 South-Western, a division of Cengage Learning.

10-20

Exhibit
10.6:
Questions
Distinguishing
LO4
Low From High Self-Regulatory
Capacity

2009 South-Western, a division of Cengage Learning.

10-21

LO4 Compulsive Consumer Behavior

Harmful
Harmful
Uncontrollable
Uncontrollable
Driven
Driven by
by
chronic
chronic
depression
depression
2009 South-Western, a division of Cengage Learning.

10-22

LO5

Use
Use the
the concept
concept of
of atmospherics
atmospherics
to
to create
create consumer
consumer value.
value.

2009 South-Western, a division of Cengage Learning.

LO5 Retail and Service Atmospherics

Atmospherics the emotional
nature of an environment or more
precisely, the feelings created by the
total aura of physical attributes that
comprise the physical environment.
Servicescape the physical
environment in which consumer
services are performed.
2009 South-Western, a division of Cengage Learning.

10-24

Exhibit
10.7
LO
The Qualities of an Environment
5

2009 South-Western, a division of Cengage Learning.

10-25

LO5

Atmosphere Elements
Two factors help create a competitive
advantage:
Fit appropriateness of the elements for the
given environment.
Congruity consistency of the elements with
one another.

Elements:

Odors
Music
Color
Social settings
2009 South-Western, a division of Cengage Learning.

10-26

LO5

Music

Music, even
elevator music,
helps create
situational effects.

2009 South-Western, a division of Cengage Learning.

10-27

LO5

Color
Background colors can affect consumer
price and quality perceptions.

2009 South-Western, a division of Cengage Learning.

10-28

LO5

Social Settings
The sheer volume of shoppers
in downtown Chicago adds to
the excitement of this
atmosphere.

2009 South-Western, a division of Cengage Learning.

10-29

Exhibit
10.9:
The
Way
Crowding
LO
Affects Consumers
5

2009 South-Western, a division of Cengage Learning.

10-30

LO6

Understand
Understand what
what is
is meant
meant by
by
antecedent
antecedent conditions.
conditions.

2009 South-Western, a division of Cengage Learning.

LO6

Antecedent Conditions

Economic
Economic resources
resources
Mood
Mood
Security
Security and
and
fearfulness
fearfulness
2009 South-Western, a division of Cengage Learning.

10-32

Exhibit 10.10: Enhancing Value by

LO
Making Consumers Feel More Safe
6

2009 South-Western, a division of Cengage Learning.

10-33