Deck 2: Situational Influences

Question 1

When a consumer is so loyal to a particular brand that it is the only brand purchased, the marketer:

A) should look closely at the communications situation.
B) must consider the usage situation.
C) can redefine the consumer's task definition through advertising.
D) can ignore the situational influences.

Answer 1

D

Question 2

Understanding the consumption situation, purchase situation and communication situation are all important in developing an effective marketing strategy.

Answer 2

True

Question 3

A person not ordering dessert after a meal because the restaurant was too warm and 'stuffy' was influenced by which characteristic of the situation?

A) physical surroundings
B) antecedent state
C) social surroundings
D) temporal perspective

Answer 3

A

Question 4

When disposing of products and/or packaging, which product attributes may consumers consider as important?

A) ease of disposal
B) ease of recycling
C) timing of disposal
D) ease of disposal, ease of recycling and timing of disposal

Question 5

To be effective, a marketer must understand the characteristics of:

A) the usage situation.
B) the purchase situation.
C) the communication and disposal situation.
D) all of the given answers.

Question 6

Antecedent states in the situational influences are specific conditions characterising consumers' long-term frame of mind and conditions.

Question 7

Which of the following is not a situational characteristic used in the classification scheme in the text?

A) future perspective
B) social surroundings
C) physical surroundings
D) task definition

Question 8

The attributes desired in a dessert differ according to its usage as follows:

A) economy and taste for family consumption.
B) general acceptance for a party situation.
C) taste while watching TV.
D) economy and taste for family consumption, general acceptance for a party situation and taste while watching TV.

Question 9

In order to utilise situational influences, a marketer must be able to understand:

A) the strength of the situational influence.
B) how situational influences may change over time.
C) when specific situational influences occur.
D) all of the given answers.

Question 10

Situation classification allows marketers to ask appropriate questions about the purchase and usage of their product.

Question 11

A situation is a set of factors outside of and removed from the consumer and the characteristics of the marketing stimulus.

Question 12

Situational conditions can affect consumers' choices.

Question 13

The situation always determines the brand purchased.

Question 14

Situational influences can affect consumer behaviour and are therefore important considerations for the development of marketing strategy.

Question 15

Consider that a friend comes to visit, you are in the middle of an interesting chat and you discover it is time for lunch. Your choice of a fast-food restaurant is an example of which type of influence?

A) emotional influence
B) social surroundings
C) disposal situation
D) task definition

Question 16

The communication situation is the situation in which the consumer is best targeted by marketing communication messages.

Question 17

The five classes of situational influences are:

A) physical surroundings, people, task definition, lighting and sound.
B) people, task definition, social surroundings, temporal factors and mood.
C) physical surroundings, social surroundings, temporal perspective, task definition and mood.
D) physical surroundings, social surroundings, temporal perspective, task definition and antecedent states.

Question 18

The usage situation deals with:

A) how the product is purchased.
B) who influences the product purchased.
C) how we communicate to consumers about consumption.
D) how and when the product is consumed.

Question 19

Bazza and Chazza, members of the Holden Car Club, go to the local auto shop together to buy a new tool kit. Bazza overhears Charlie at the shop saying how good brand X is and decides to buy brand X. This is an example of the influence of social surroundings.

Question 20

Christmas, Easter and Father's Day are all examples of mood influence.

Question 21

Structuring a television commercial based on the most likely or common viewing situation, that is, an entire family, alone or with groups of friends, is a marketing effort based on which characteristic of the situation?

A) temporal perspective
B) task definition
C) social surroundings
D) antecedent state

Question 22

A person who shops at a nicer store than normal because he/she is buying a gift rather than a personal item is influenced by which characteristic of the situation?

A) antecedent state
B) social surroundings
C) temporal perspective
D) task definition

Question 23

A group that stays longer in a restaurant because of the music has been influenced by which characteristic of the situation?

A) task definition
B) physical surroundings
C) temporal perspective
D) social surroundings

Question 24

Momentary moods or conditions are situational influences termed:

A) temporal perspective.
B) physical surroundings.
C) antecedent states.
D) social surroundings.

Question 25

When the marketer can neither control nor influence the physical situation:

A) advertising should be increased.
B) product improvements should be made.
C) the sales force should be increased.
D) the various elements of the marketing mix should be altered to match the needs and expectations of the target market.

Question 26

'Cheerful' and 'peaceful' would be examples of:

A) attitudes.
B) needs.
C) moods.
D) emotions.

Question 27

Muffin Break positions itself as the ideal place for a friendly chat. This is a marketing effort based on which characteristic(s) of the situation?

A) temporal perspective
B) antecedent condition
C) physical surroundings
D) antecedent condition and physical surroundings

Question 28

Under conditions of crowding, consumers may:

A) attempt to reduce shopping time.
B) buy fewer items.
C) alter their use of in-store information.
D) attempt to reduce shopping time, buy fewer items and alter their use of in-store information.

Question 29

A person who is hungry, goes grocery shopping and buys more than he or she had planned has been influenced by:

A) physical surroundings.
B) task definition.
C) antecedent state.
D) temporal perspective.

Question 30

Individuals shopping at a 'convenience' store rather than a store they regularly shop at because they are in a hurry, are being influenced by which characteristic of the situation?

A) antecedent state
B) physical surrounding
C) temporal perspective
D) task definition

Question 31

Crowding, background music, interior design, store location and lighting may all influence consumers':

A) repeat purchase.
B) behavioural intentions.
C) loyalty card membership.
D) All of the given answers are correct.

Question 32

A person who purchases a product in the nearest store because he/she must return home as soon as possible has been influenced by which characteristic of the situation?

A) social surroundings
B) physical surroundings
C) antecedent state
D) none of the given answers

Question 33

Transient feeling states that are generally not tied to a specific event or object are:

A) attitudes.
B) moods.
C) needs.
D) emotions.

Question 34

An individual who purchases a national brand rather than a less expensive private brand because of a concern that the person shopping with him/her would not approve of a private brand purchase has been influenced by which characteristic of the situation?

A) social surroundings
B) temporal perspective
C) task definition
D) antecedent state

Question 35

Store atmospherics are:

A) the sum of all physical features of a retail environment.
B) shown to affect consumers' judgment of store quality and image.
C) known to influence shoppers' moods.
D) all of the given answers.

Question 36

A crowded or closed-in feeling created by a crowded store will result in adaptive strategies that could:

A) increase shopping time, reduce purchases and increase the use of in-store information.
B) reduce shopping time, increase purchases and decrease the use of in-store information.
C) reduce shopping time, reduce planned purchases and alter the use of in-store information.
D) reduce shopping time, reduce planned purchases and greatly increase the use of in-store information.

Question 37

The purchase of wine as a gift is a ________________ oriented purchase.

A) temporally
B) pressure-
C) convenience-
D) task-

Question 38

An individual who decides to purchase takeaway food rather than cook when too tired has been influenced by which characteristic of the situation?

A) utilisation orientation
B) task definition
C) antecedent state
D) physical surroundings

Question 39

You have a bad cold, so you order a pizza to be delivered for dinner. This purchase was influenced by:

A) your mood.
B) the task definition.
C) the social surroundings.
D) a momentary condition.

Question 40

Which colour would attract attention to a store's exterior and, as such, may increase foot traffic into the store?

A) yellow
B) red
C) blue
D) brown

Question 41

Consumers infer retail outlets' personality traits from:

A) music.
B) sales staff.
C) products offered for sale.
D) all of the given answers.

Question 42

Which types of situations exist that may affect consumer behaviour, and how are these defined?

Question 43

Marketers can understand the influence of a particular situation:

A) always
B) often only with the benefit of hindsight
C) never
D) usually for a short period of time

Question 44

The importance of situational factors depends on:

A) product category.
B) product complexity.
C) consumer knowledge.
D) all of the given answers.

Question 45

Establishing a distinct personality for a physical retail outlet is particularly challenging when:

A) it has a clear competitive advantage.
B) situational influences are easy to understand.
C) the products sold are identical to those sold by other outlets.
D) task definition is unclear.

Question 46

Which of the following is not an example of services with a hedonic consumption purpose?

A) dry cleaning
B) sporting event
C) facial
D) coffee at a café

Question 47

How can physical surroundings affect consumer behaviour?

Question 48

Which of the following is not examined in the situational influence matrix?

A) purchase situation/task-oriented purchase
B) antecedent states/usage situation
C) physical surroundings/disposal situation
D) consumer needs/disposal situation

Question 49

Which types of situations are relevant to consumer behaviour according to Russell Belk?

Question 50

Physical characteristics and the feelings and images they evoke become increasingly important as:

A) hedonic motives and the time involved with the service decrease.
B) hedonic motives and the time involved with the service increase.
C) hedonic motives decrease and the time involved with the service increase.
D) hedonic motives increase and the time involved with the service decrease.

Question 51

Hedonistic value is part of ___________ atmospherics.

A) primary
B) emotional
C) cognitive
D) environmental

Question 52

If you want consumers to stay longer, you should:

A) use slow background music.
B) use fast background music.
C) play music that the target market does not like.
D) keep the environment quiet.

Question 53

Retail outlets' and shopping malls' 'personalities':

A) cannot be influenced by marketers.
B) can be inferred from situational characteristics.
C) do not exist.
D) are unpredictable.