Consumer Behavior 101: Situational Influences - The Consumption Situation Physical Social Temporal Task Antecedent States

What It Is

The Consumption Situation refers to the complex interplay of factors that influence a consumer's decision-making process. It encompasses four key dimensions: Physical (environmental), Social (interpersonal), Temporal (time-related), Task (goal-oriented), and Antecedent States (pre-purchase emotional and cognitive states). A canonical example of the Consumption Situation is the "Blue Ocean Strategy" by W. Chan Kim and Renée Mauborgne, which involves creating a new market space by redefining consumer needs and wants. This matters for understanding consumers and building marketing strategy because it highlights the importance of considering the broader context in which consumers make purchasing decisions.

Key Terms & Concepts

• Physical Environment: The physical surroundings that influence consumer behavior, such as store layout, lighting, and temperature. (Example: A study by Mehrabian and Russell (1974) found that a pleasant physical environment can increase consumer satisfaction.)
• Social Environment: The interpersonal relationships and social norms that affect consumer behavior, such as family, friends, and cultural influences. (Example: A study by Cialdini (1984) found that social proof (e.g., seeing others do something) can increase consumer compliance.)
• Temporal Environment: The time-related factors that influence consumer behavior, such as time of day, day of the week, and season. (Example: A study by Kahneman and Tversky (1979) found that consumers tend to overvalue immediate rewards and undervalue delayed rewards.)
• Task Environment: The goal-oriented factors that influence consumer behavior, such as the consumer's motivation, goals, and expectations. (Example: A study by Fishbein and Ajzen (1975) found that consumers' attitudes and intentions are influenced by their perceived behavioral control.)
• Antecedent States: The pre-purchase emotional and cognitive states that influence consumer behavior, such as mood, emotions, and prior experiences. (Example: A study by Isen (1987) found that positive emotions can increase consumer creativity and satisfaction.)
• Classical Conditioning: A learning process in which a neutral stimulus becomes associated with an unconditioned stimulus to elicit an unconditioned response. (Example: Pavlov's dogs salivated at the sound of a bell, which was initially a neutral stimulus.)
• Operant Conditioning: A learning process in which behavior is modified by its consequences, such as rewards or punishments. (Example: Skinner's operant conditioning chamber, where rats learned to press levers for food rewards.)
• Actual Self: The consumer's current self-concept, including their values, attitudes, and behaviors. (Example: A study by Festinger (1957) found that consumers tend to seek out information that confirms their actual self.)
• Ideal Self: The consumer's desired self-concept, including their aspirations and goals. (Example: A study by Markus and Nuria (1986) found that consumers tend to idealize their future selves.)
• Need Recognition: The process by which consumers become aware of their needs and wants. (Example: A study by Kotler (1967) found that consumers tend to recognize needs through social interactions and media exposure.)
• Opportunity Recognition: The process by which consumers become aware of available products or services that can satisfy their needs and wants. (Example: A study by Rogers (1962) found that consumers tend to recognize opportunities through social networks and word-of-mouth.)

Common Misunderstandings

• Misunderstanding: The Consumption Situation is only about the physical environment.
• Correction: The Consumption Situation encompasses four key dimensions: Physical, Social, Temporal, and Task, as well as Antecedent States.
• Misunderstanding: Classical conditioning only involves associative learning.
• Correction: Classical conditioning involves associative learning, but also involves the formation of new responses to stimuli.
• Misunderstanding: Operant conditioning only involves rewards and punishments.
• Correction: Operant conditioning involves a range of consequences, including rewards, punishments, and neutral stimuli.

Quick Application / Identification

Scenario: A consumer is shopping for a new smartphone and is influenced by the opinions of their friends on social media. Identify the concept that is most relevant to this scenario.

Answer: Social Environment. Explanation: The consumer's behavior is influenced by the social norms and opinions of their friends on social media, which is an example of the social environment affecting consumer behavior.

Last-Minute Revision

• Classical Conditioning (Pavlov 1927): A learning process in which a neutral stimulus becomes associated with an unconditioned stimulus to elicit an unconditioned response.
• Temporal Environment (Kahneman and Tversky 1979): The time-related factors that influence consumer behavior.
• Task Environment (Fishbein and Ajzen 1975): The goal-oriented factors that influence consumer behavior.
• Antecedent States (Isen 1987): The pre-purchase emotional and cognitive states that influence consumer behavior.
• Actual Self (Festinger 1957): The consumer's current self-concept, including their values, attitudes, and behaviors.
• Ideal Self (Markus and Nuria 1986): The consumer's desired self-concept, including their aspirations and goals.
• Need Recognition (Kotler 1967): The process by which consumers become aware of their needs and wants.
• Opportunity Recognition (Rogers 1962): The process by which consumers become aware of available products or services that can satisfy their needs and wants.
• Social Environment (Cialdini 1984): The interpersonal relationships and social norms that affect consumer behavior.
• Physical Environment (Mehrabian and Russell 1974): The physical surroundings that influence consumer behavior.
• Operant Conditioning (Skinner 1953): A learning process in which behavior is modified by its consequences.