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Chapter 10 Buying, Using, and Disposing - Coggle Diagram
Chapter 10 Buying, Using, and Disposing
10-1 Many factors at the time of purchase dramatically influence the consumer’s decision-making process.
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Temporal Factors
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Many consumers believe they are more pressed for time than ever before; marketers label this feeling time poverty. The reality is that we simply have more options for spending our time, so we feel pressured by the weight of all of these choices
“Time flies when you’re having fun,”. It’s important for marketers to understand psychological time because we’re more likely to be in a consuming mood at certain times than we are at others.
After they interviewed and observed these women, the researchers identified a set of five metaphors that they say capture the participants’ perspectives on time:
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10-2 The information a store’s layout, Web site, or salespeople provides strongly influences a purchase decision.
Mood
Two basic dimensions, pleasure and arousal, determine whether we will react positively or negatively to a consumption environment. What it boils down to is that you can either enjoy or not enjoy a situation, and you can feel stimulated or not
A specific mood is some combination of pleasure and arousal. The state of happiness is high in pleasantness and moderate in arousal, whereas elation is high on both dimensions. A mood state (either positive or negative) biases our judgments of products and services in that direction. Put simply, we give more positive evaluations when we’re in a good mood.
When the Going Gets tough, the tough Go Shopping
Shopping is an activity that we can perform for either utilitarian (functional or tangible) or hedonic (pleasurable or intangible) reasons.
We segment consumers in terms of their shopping orientation, or general attitudes about shopping.
Some scale items that researchers use to assess our shopping motivations illustrate the diverse reasons we may shop
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Store image
Some of the important dimensions of a store’s image are location, merchandise, suitability, and the knowledge and congeniality of the sales staf.
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Atmospherics
Because marketers recognize that a store’s image is an important part of the retailing mix, store designers pay a lot of attention to atmospherics, the “conscious designing of space and its various dimensions to evoke certain effects in buyers.” These dimensions include colors, scents, and sounds.
A store’s atmosphere in turn affects what we buy.Those who enjoyed their experience spent more time and money.
Spontaneous Shopping
When a shopper suddenly decides to buy something in the store, one of two different processes explains why:
Unplanned buying: when he or she is unfamiliar with a store’s layout or perhaps he or she is under some time pressure.
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10-3 The growth of a “sharing economy” changes how many con sumers think about buying rather than renting products
The Sharing economy
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Collaborative consumption communities typically offer a Web site that allows individuals to list their services and a ratings system that allows both buyers and sellers to rate their experiences.
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10-4 Our decisions about how to dispose of a product are as important as how we decide to obtain it in the first place.
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