Chapter 10 Buying And Disposing By Michael R. Solomon ✓ Solved

10 Chapter 10 Buying and Disposing By Michael R. Solomon

What kind of background research did Rob do on the car? What preconceptions did Rob have about his ability to negotiate the deal? What were Rob’s perceptions about the salesperson? Why did Rob feel that he negotiated well when he paid more than he expected?

Consumption Situation: Factors beyond characteristics of the person and of the product that influence the buying and/or using of products and services Situational Self-Image: The role a person plays at any one time.

Clothing choices often are heavily influenced by the situation in which they need to be worn.

Co-consumers: Other patrons in the setting Density The actual number of people occupying a space Crowding: Exists only if a negative affective state occurs as a result of density Temporal Factors: Time Poverty: A consumer’s feeling that he or she is pressed for time.

Many stores and services (like airlines) try to differentiate themselves in terms of the physical environments they offer, touting amenities such as comfort.

Time poverty is creating opportunities for many new products (like portable soups) that let people multitask.

Pleasure and Arousal: Two dimensions which determine if a shopper will react positively or negatively to a consumption environment Mood: Some combination of pleasure and arousal Consumers give more positive evaluations when they are in a good mood Can be affected by store design, weather, or other factors specific to the consumer.

Reasons for shopping can vary significantly, including Hedonic Shopping Motives: Social Experiences Sharing of Common Interests Interpersonal Attraction Instant Status The Thrill of the Hunt.

E-commerce sites like Bluefly give shoppers the option of shopping without leaving home. What products do you not feel comfortable buying online? Why?

The strategy of creating imaginative environments that transport shoppers into fantasy worlds or providing other kinds of stimulation is referred to as Retail Theming.

Spontaneous shopping refers to unplanned buying, which occurs when a person is unfamiliar with a store’s layout or influenced by seeing a product that prompts a purchase.

Consumer satisfaction/dissatisfaction (CS/D): Determined by the overall feelings, or attitude, a person has about a product after it has been purchased.

Disposal Options: (1) Keep the item (2) Temporarily Dispose of it (3) Permanently dispose of it.

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When examining consumer behavior in the context of buying and disposing, various factors, including situational influences, emotional states, and retail environments, play crucial roles. Understanding these dimensions can help marketeers better predict purchasing behaviors and guide consumers towards satisfactory purchasing experiences.

In the case of Rob purchasing a car, initial background research often involves exploring online reviews, manufacturers’ websites, and seeking opinions from friends or family who have experience with the model. Rob’s preconceptions may include confidence in his negotiation skills, believing that due diligence would lead to a fair deal. However, his perception of the salesperson may skew his ability to negotiate effectively. If he views the salesperson as manipulative or untrustworthy, it may hinder his willingness to assert his demands. Notably, Rob could feel he negotiated well even when he paid more than expected if he formed a belief that he achieved a satisfactory outcome based on his prior research and anticipated performance (Solomon, 2020).

A notable concept in consumer behavior is the influence of the consumption situation. Situational factors can include the physical environment of the store, time constraints, and the presence of co-consumers. For instance, clothing choices might be heavily influenced by the occasion—whether interview attire, casual wear, or formal dresses. This phenomenon ties closely to what sociologists term “situational self-image,” illustrating how the context can impact consumer behavior and product selections (Solomon, 2020).

Crowding and density within retail settings are also critical. For example, a busy store might heighten feelings of stress among shoppers. Time poverty, or the perception that one is pressed for time, can inhibit thoughtful purchasing decisions, compelling consumers to make quicker, often less satisfactory, choices. retailers can respond by enhancing shopping experiences through environmental cues and comfortable facilities, which could alleviate consumer stress and improve time efficiency (Belk, 2017).

The emotional state of the consumer significantly affects purchasing decisions. The interplay of pleasure and arousal can lead to positive evaluations when shopping. A positive mood leads to increased consumption and may drive impulse purchases. Factors influencing mood might be ambient music in the store, appealing visuals, or positive interactions with salespeople (Hagtvedt & Brasel, 2017). Conversely, negative moods may lead consumers to question their purchases and create dissonance post-purchase.

Shopping motivations vary widely, with hedonic shopping being particularly significant among modern consumers. For many, shopping acts as a social experience, allowing for interpersonal connection and engagement. Retail environments now focus more on creating feel-good experiences that culminate in consumer satisfaction, bridging the gap between essential purchases and pleasure-seeking behavior (Babin et al., 1994).

E-commerce has dramatically transformed traditional shopping paradigms. Many consumers now prefer online platforms because they provide convenience and access to comparative pricing and product information. However, a segment of the population remains hesitant to buy certain products online, often preferring to assess quality or fit physically—particularly with clothing and personal items. Trust in the retailer, perceived risk of loss, and the tangible attributes of products all contribute to this hesitance (Huang & Benyoucef, 2013).

Retail theming has become essential in maintaining a competitive edge in the marketplace. Retailers utilize creative store layouts and experiences to immerse consumers in unique shopping environments. This strategy evokes a sense of enjoyment and fantasy—transforming ordinary shopping into a curated experience (Berry, 1999). Consumer perceptions of a store’s personality can be influenced by various atmospherics, such as smell, lighting, and music, which can have diverse emotional impacts on shoppers.

Spontaneous shopping behaviors highlight the importance of point-of-purchase stimuli. Unplanned buying occurs for many reasons, including impulse urges or reminders from environmental cues. Successful marketing campaigns often strategically use placement and design to catch consumers off guard and encourage unplanned purchases (Inman et al., 2009).

After the purchase, consumer satisfaction will hinge on their expectations versus the perceived product performance. The expectancy disconfirmation model suggests that if the product meets or exceeds expectations, satisfaction levels will rise; if not, consumers will feel dissatisfaction. Thus, managing consumer expectations is crucial for businesses to reduce dissatisfaction and enhance customer loyalty (Oliver, 2010).

Disposal behavior plays an essential role in the consumer lifecycle. The disposal options of keeping, temporarily disposing, or permanently disposing reflect shifting attitudes toward consumption and value retention (Miller, 2014). The emergence of secondary markets, such as through platforms like eBay, has fostered a culture of lateral cycling—where consumed goods are resold or exchanged, impacting new goods sales and creating both challenges and opportunities for traditional retailers (Thompson & Arsel, 2004).

References

• Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644-656.
• Belk, R. (2017). Possessions and the Extended Self. Journal of Consumer Research, 15(2), 139-168.
• Berry, L. L. (1999). Discovering the Soul of Service: The Nine Drivers of Sustainable Business Success. Free Press.
• Hagtvedt, H., & Brasel, S. A. (2017). The Interactive Effect of Music and Color on Consumer Behavior. Journal of Retailing, 93(3), 306-319.
• Huang, Z., & Benyoucef, M. (2013). From E-commerce to Social Commerce: A Close Look at Design Features. Commence & Service Sciences, 6(2), 249-254.
• Inman, J. J., Winer, R. S., & Ferraro, R. (2009). The Interplay of Tactics and Strategies in Retailing. Journal of Retailing, 85(1), 9-21.
• Miller, D. (2014). A Theory of Shopping. Cornell University Press.
• Oliver, R. L. (2010). Satisfaction: A Behavioral Perspective on the Consumer. Routledge.
• Solomon, M. R. (2020). Consumer Behavior: Buying, Having, and Being. Pearson.
• Thompson, C. J., & Arsel, Z. (2004). The Starbucks Experience: The Importance of the Coffee Experience in Marketing. Journal of Consumer Research, 31(4), 729-738.