1. Situational Influences

2. Situational Influences • Definition • Four Broad Types of Situations • Communications • Purchase situations • Usage situations • Disposal situations

3. Key Characteristics of Situations Physical Surroundings Social Surroundings Temporal Perspectives Task Definition Antecedent States Situational Characteristics & Consumption Behavior

5. Task Definition Degree of Self-Interest Low High Gift Type Voluntary Obligatory

6. Situational Characteristics • Physical Features • Store Atmosphere • Atmospherics • Servicescape • Colors • Aromas • Music • Crowding

7. Situational Characteristics • Social Surroundings • Temporal Perspectives • Task Definition • Antecedent States • Moods • Momentary conditions

8. Ritual Situations • “A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and have a symbolic meaning.” • Holidays • Consumption rituals • Injurious behaviors

9. Situational Influences and Marketing Strategy • Use marketing research to determine usage situations • Survey larger sample to understand the usage and sought benefits by segment • Construct a person-situation segmentation matrix • Evaluate each cell in terms of market potential • Design market strategy for most lucrative cells