ohort buy and use products.d. Marketers appeal to cohorts through nostalgia that links a product to vivid memories of the past.4. Regional Subculturesa. Regional subculture--the culture of a particular region within a country--also affects consumer behavior.b. Climate influences regional subculture.c. Regional subcultures can be defined by differences in food preferences and other buying patterns.F. Situational Influences1. Situational influences are elements of time and place that can affect consumer behavior.2. Physical surroundings: The physical conditions, such as weather or store decor, under which the transaction occurs can affect consumer behavior.3. Social surroundings: Other people present can influence what, when, and how consumers buy.4. Time: Consumer behavior is influenced by the amount of time available for gathering information, making the decision, and buying and using the product.5. Purpose of the purchase: The reason for the purchase will have an impact on behavior.6. Antecedent states: Both momentary conditions and moods before and during the purchase can affect consumer behavior.IV. INTERNAL INFLUENCES ON CONSUMER BEHAVIORA. Internal influences such as perception, motivation, attitudes, learning, personality, self-concept, and lifestyle affect buying behavior.B. Perception1. Consumers make sense of the outside world through their perception of what surrounds them.2. Perception is the process of determining meaning by selecting, organizing, and interpreting stimuli in the environment.3. The four stages:a. The consumer is exposed to a stimulus, such as an advertising message, through the senses.b. The consumer actively attends to a selected stimulus.c. The third stage is interpreting what the senses have detected.d. The final stage is storing the meaning in memory to facilitate the use of the information during the purchase-decision process.4. Because the environment is filled with stimuli, consumers choose to focus on...
