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kyle.coughlin
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4 types of situations
- communication situation
- purchase situation
- usage situation
- disposition situation
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5 key situational dimensions
- physical surroundings
- social surroundings
- temporal perspectives
- task definition
- antecedent states
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Physical surroundings
- atmospherics is sum of all physical surroundings
- influences consumer judgments of quality and image
- referred to as servicescape when describing a service business such as a bank, hospital, or resaurant
- color, aromas, music
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Temporal perspectives
- deal with effect of time on consumer behavior
- limited purchase time often limits search
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Task definition
- reason the consumption of activity is occuring
- distinction between purchases for self versus gift
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Antecedent States
- moods: transient feeling states not tied to specific event or object
- momentary conditions: temporary states of being (tired, ill, having extra $, being broke)
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Ritual Situations
- socially defined occasion that triggers set of interrelated behaviors that occure in structured format and have symbolic meaning
- can involve injurious consumption such as binge drinking
- example: drinking tea in England
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