Title: Situational Factors That Affect People’s Buying Behavior
Headings: 3.2
Situational Factors That Affect People’s Buying Behavior

3.2 Situational Factors That Affect People’s Buying Behavior
Learning Objectives
The Consumer’s Physical Situation
The Consumer’s Social Situation
Video Clip
The Consumer’s Time Situation
The Reason for the Consumer’s Purchase
The Consumer’s Mood
Key Takeaway

Content: Which rock concert would you rather attend: A sold-out concert in which the crowd is having a rocking good time? Or a half-sold-out concert where you can perhaps move to a seat closer to the stage and not have to stand in line at the restrooms? Carol J. Gaumer and William C. Leif, “Social Facilitation: Affect and Application in Consumer Buying Situations,” Journal of Food Products Marketing 11, no. 1 (2005): 75–82. The Consumer’s Social Situation
The social situation you’re in can significantly affect what you will buy, how much of it, and when. Perhaps you have seen Girl Scouts selling cookies outside grocery stores and other retail establishments and purchased nothing from them. But what if your neighbor’s daughter is selling the cookies?