MKT 100 Lecture Notes - Lecture 57: Crate & Barrel, Tiffany & Co., Inflectional Phrase

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Bonato

Document Summary

Psychological and social factors typically infl uence the consumer decision process the same way each time. For example, your motivation to quench your thirst usually drives you to drink a pepsi, and your reference group at the workplace coerces you to wear appropriate attire. But sometimes, situational factors, or factors specifi c to the situation, override, or at least infl uence, psychological and social issues. These situational factors are related to the purchase and shopping situation, as well as to the temporal state, as illustrated in exhibit 5. 11. 5. 1 describes a rental car company that is desirable only in certain situations. Purchase situation customers may be predisposed to purchase certain products or services because of some underlying psychological trait or social factor, but these factors may change in certain purchase situations. Crumb considers herself a thrifty, cautious shopper someone who likes to get a good deal.