• consumption situation:
• behavioral (entertaining friends)
• perceptual (feeling pressed for time)
• situational self-image
• "who am I right now?"

mood/physiological condition influences what we buy and how we evaluate product

• stress impares info-processing and problem solving
• pleasure and arousal
• mood = combination of pleasure and arousal

Economic Time:

time = economic variable

timestyle is:

Time is fluid (subjective experience)

experience of time results from culture:

• linear separable time (Western)
• procedural time ("when the time is right")
• circular/cyclic time (natural cycles)

mathematical study of waiting lines

• waiting for product = good quality
• too much waiting = negative feelings
• marketers use "tricks" to minimize psychological waiting time

retailing as theater

retailing theming techniques:

• landscape themes (nature)
• marketscape themes (man-made places)
• mindscape themes (abstract ideas and concepts)

• interior design
• types of patrons
• return policies
• credit availability

conscious designing of space and its dimensions to evoke certain effects in buyers

ie: build-a-bear activity store

POP: can be an

• elaborate product display or demonstration,
• coupon-dispensing machine
• someone giving out free samples

every interaction involves an exchange of value

ie:  expertise, likeability (similarity/appearance), commercial friendship

• expectations determine satisfaction and/or dissatisfaction
• importance of managing expectations
• do not promise what you can't deliver
• product failure: marketers must reassure customers with honesty of problem

• expectations
• performance
• disconfirmation
• satisfaction