Consumers make decisions in situations based on ______ influences.
external (ex: temperature…what do i wear?)
Value varies based upon the ______ (or _____) in which the item is purchased or consumed.
context (situation)
(ex: bottle of water. Has low value at home with a fridge full of drinks. But at a music festival in 100 degree heat, it becomes extremely valuable).
What are 3 situational influences on decisions?
- Time (temporal)
- Place
- Conditions (ex: How does crowded conditions affect brand choice?)
What are 4 time-based influences on decisions?
- Time Pressure
- Seasonality (ex: sports, fall/winter)
- Time of Day (ex: body cycles, you wouldn’t eat a cold pizza for breakfeast)
- Advertiming (ex: an ad about melatonin will be received differently if you are up at 2 am compared to if you see it in the afternoon)
Time Pressure:
When consumers are rushed/have limited time, they often don’t think deeply about decisions. Instead, they rely on ______: quick “rule of thumb” shortcuts. This means ______ _______ increases, because familiar/trusted brands feel like the safest/fastest choice.
heuristics; brand importance
It may be incredibly difficult for you to buy a swimsuit in winter. This is due to the situational influence of _______ on decision making.
conditions
(ex: hot or cold is a condition)
Shopping:
- Shopping for entertainment or pleasure is ______.
- Shopping because you need something is ______.
- hedonic
- utilitarian
- T or F: Retailers have personalities too.
- Retailers create personalities through _____ influences.
- True
- external (ex: lighting, pricing, etc.)
- _______ quality → low prices, convenience, selection
- ______ quality → friendly, lighting, music, prestigious
- Functional
- Affective
(there can be a combination of both types of qualities)
The _______ affects how long you’ll stay somewhere and shop.
atmosphere
(think atmospherics/servicescapes; ex: Victoria Secret is boutiquey; apple’s store atmosphere is very minimal)
T or F: Unplanned and impulsive shopping are the same thing.
False
(Unplanned = didn’t intend on buying it, but there is still some logic to it. Impulsive = emotional/spontaneous buy)
According to P&G First Moment of Truth, how long does a product have to make an impression before you decide to buy/not to buy?
3-7 seconds
(what factors into that? Maybe the packaging, if it’s fully stocked, where it is on the shelf, etc.)
______ is an individual difference variable. (Consumer self-regulation or lack thereof)
Impulsivity
Situational Influences in Online Environments:
- Online retailers make transactions simple by _____ _____ (ex: credit card numbers, preferences, last item looked at, etc.).
- Online environments → designed to make buying fast, easy, and tempting, which can increase _____ purchases.
- Reviews, inventory quantity counts, product rankings. → these signals influence decisions quickly by making items feel more _____ or _____.
- Limited-time sales and scarcity cues (like Rue La La’s 11am launches) create urgency, increasing impulsive or even ______ buying.
- Once a shopper begins purchasing, ______ (_____) can carry the behavior forward, making it more likely they’ll buy additional items.
- storing information
- impulsive
- trustworthy; urgent
- compulsive
- momentum/intertia
T or F: Certain scents can affect our decision making.
True
(this is why sensory branding is a thing for brands)
T or F: Sensory branding (like odors, colors, sounds) should match the brand’s identity/personality.
True (should be congruent with brand’s personality. Ex: spa having relaxing music, lavender smell, etc.)
______ conditions, which means “things that come before”, can affect decision making. For example, the current economy.
Antecedent conditions
What are 4 antecedent conditions that can affect decision making?
- Economic resources (current economy)
- Mood
- Security
- Fear
when you see something that looks like a human (ex: an outlet with a human face, a car with a face)
anthropomorphism (People don’t like eating things with faces on them)
What are the 2 steps of what happens when you have a need?
- Need Recognition (ex: you need something to keep you warm)
- Want (ex: the want is how you achieve that; like a beanie)
