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: But suppose you’ve got a hot first date? Where do you take your date? Some people might take a first date to Subway, but that first date might also be the last. Other people would perhaps choose a restaurant that’s more upscale. Likewise, if you have turned down a drink or dessert on a date because you were worried about what the person you were with might have thought, your consumption was affected by your social situation. Anna S. Matilla and Jochen Wirtz, “The Role of Store Environmental Stimulation and Social Factors on Impulse Purchasing,” Journal of Services Marketing 22, no. 7 (2008): 562–67. The Consumer’s Time Situation
The time of day, the time of year, and how much time consumers feel like they have to shop also affects what they buy. Researchers have even discovered whether someone is a “morning person” or “evening person” affects shopping patterns.