In the context of consumer behavior, which of the following is true of situational influences?
A) They directly affect consumer decision making.
B) They are dependent on product characteristics.
C) They do not directly represent the context in which the concerned act takes place.
D) They do not affect the eventual product value experienced by a consumer.

Question

Quizplus · Accepted Answer

Situational influences refer to the environmental factors that affect the consumer's behavior in a given situation, such as time, place, social setting, and mood. These influences do directly affect consumer decision making by influencing the perceived value of a product or service. For example, a consumer may be willing to pay more for a cold beverage on a hot day, but not in a cooler environment.

In the Context of Consumer Behavior, Which of the Following