CHAPTER 13
SITUATIONAL INFLUENCES
LEARNING OBJECTIVES
LO1: Define situational influence
LO2: Explain the four types of situations and their relevance to marketing strategy
LO3: Summarize the five characteristics of situations and their influence on consumption
LO4: Discuss ritual situations and their importance to consumers and marketers
LO5: Describe the use of situational influence in developing marketing strategy
SUMMARY
LO1: Define situational influence
Situational influence as all those factors particular to a time and place that do not follow from a
knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current
behavior.
LO2: Explain the four types of situations and their relevance to marketing strategy
Four categories of situations are communications, purchase, usage, and disposition situations. The
situation in which consumers receive information is the communications situation. The situation in
LO3: Summarize the five characteristics of situations and their influence on consumption
Five characteristics of situations have been identified. Physical surroundings include geographical and
institutional location, decor, sound, aromas, lighting, weather, and displays of merchandise or other
material surrounding the product. Retailers are particularly concerned with the effects of physical
LO4: Discuss ritual situations and their importance to consumers and marketers
LO5: Describe the use of situational influence in developing marketing strategy
Situational influences may have direct influences, but they also interact with product and individual
LECTURE TIPS AND AIDS
1) Table 13-2 is a convenient way to discuss how a situation can be used to understand needs and to
segment markets and position products. It is useful to conduct the following in-class exercise.
a) Select a product such as soft drinks, coffee, milk, or another product of interest.
2) Assign and/or prepare one or more of the CB PRESS HIGHLIGHTS articles for class discussion.
The searchable CB Press Highlights Database can be found in the Instructor Resources in
Connect.
REVIEW QUESTIONS
1) What is meant by the term situation? Why is it important for a marketing manager to understand
situational influences on purchasing behavior?
A situation is a set of factors outside of and removed from the individual consumer, as well as
impacts on consumers that may negate or work against marketing strategies.
2) What are physical surroundings (as a situational variable)? Give an example of how they can
influence the consumption process.
Surroundings are those apparent, physical (real) aspects of any situation such as sound, light,
3) How does crowding affect shopping behavior?
As more people enter a store and/or as more of the space of the store is filled with merchandise, an
4) What is store atmosphere?
The sum of all the physical features of a retail environment is referred as the store atmosphere or
environment.
5) What is atmospherics?
6) What is a servicescape?
Atmosphere is referred to as servicescape when describing a service business such as a hospital,
bank, or restaurant.
7) What are social surroundings (as a situational variable)? Give an example of how they can
influence the consumption process.
8) What is temporal perspective (as a situational variable)? Give an example of how it can influence
the consumption process.
Temporal perspectives deal with the effect of time on consumer behavior. For example, the length
9) What is task definition (as a situational variable)? Give an example of how it can influence the
consumption process.
Task definition is the purpose or reason for engaging in the consumption behavior. Buying a
10) Why do people give gifts?
Consumers give gifts for many reasons. Social expectations and ritualized consumption situations
11) How might the receipt of a gift affect the relationship between the giver and the receiver?
The nature of a gift can signify the type of relationship the giver has or desires with the receiver.
12) What are antecedent conditions (as a situational variable)? Give an example of how they can
influence the consumption process.
These are features of the individual person that are not lasting characteristics. They are
13) What is a mood? How does it differ from an emotion? How do moods influence consumption
behavior?
Moods are transient feeling states that are generally not tied to a specific event or object. They are
14) How do people manage their moods?
We often seek situations, activities, or objects that will alleviate negative moods or enhance
15) How do moods differ from momentary conditions?
Moods are transient feeling states that are generally not tied to a specific event or object. They
16) What is meant by the statement, “Situational variables may interact with product or personal
characteristics”?
17) Are individuals randomly exposed to situational influences? Why?
18) What is a ritual situation? Why are they important?
19) Describe a process for developing a situation-based marketing strategy.
Individuals do not encounter situations randomly. Instead, most people “create” many of the
situations they face. This allows marketers to consider advertising and segmentation strategies
Discussion Questions
20) Discuss the potential importance of each type of situational influence in developing a marketing
strategy to promote the purchase of (gifts to/shopping at)
a) Audubon Society
b) Subway
c) iPhone
21) What product categories seem most susceptible to situational influences? Why?
As a general category, service type products (restaurants, theaters, and so forth) seem particularly
22) Flowers are “appropriate” gifts for women for many situations but seem to be appropriate for men
only when they are ill. Why is this so? How might 1–800–FLOWERS change this?
23) How could the store atmosphere at the following be improved?
a) The main library on campus
24) Speculate on what a matrix like the one shown in Table 13-2 would look like for the following
a) Tablet computers
b) Eyewear
c) Ice cream
25) Does Table 13-1 have implications for outlets other than restaurants? If yes, which ones and why?
Yes. Assuming that the type of music would cause people to linger or accelerate the time spent in
26) Do your shopping behavior and purchase criteria differ between purchases made for yourself and
purchases made as gifts? How?
27) Describe a situation in which a mood (good or bad) caused you to make an unusual purchase.
28) Describe a relatively private ritual that you or someone you know has. What, if any, consumption
pattern is associated with it.
29) Describe the consumption rituals your family has associated with the following
a) Family birthdays
b) Summer vacations
30) Respond to the questions in Consumer Insight 13-1.
Q1 – You may want to begin with a quick poll to determine the number of students who are aware,
have seen the new mannequins (larger sized, detailed, striking poses), then proceed to ask those
who have seen the new mannequins to express their opinions.
Many of your students will have visited a Nike store. You may want to ask their opinions about
