• Social surroundings deal with other persons present who could have an impact on

the individual consumer’s behavior. It is a significant force acting on our behavior because
individuals tend to comply with group expectations, particularly when the behavior is
visible • Embarrassment is a negative emotion influenced by both the product and the
situation.
Example: + Parents are going to take their son for dinner and ask him to pick a
restaurant.
=> The kid's choices have impact to parents' restaurant decisions

• Temporal perspectives are situational characteristics that deal with the effect of time on
consumer behavior.
• The amount of time available for the purchase has a substantial impact on the
consumer decision process
• Limited purchase time can also result in a smaller number of product alternatives
being considered
• Time as a situational influence affects consumers’ choice of stores and behaviors in
those stores
Example: You plan to go to a show at 7:45 p.m. It's 6 a.m now.
=> Affecting to types of Restaurant Chosen

• Task definition reflects the purpose or reason for engaging in the consumption
behavior. The major task dichotomy used by marketers is between purchases for self-
use versus gift giving.
- Buying a gift for a friend' birthday. Buying a laptop to study at the university

• Antecedent states Features of the individual person that are not lasting characteristics,
such as momentary moods or conditions
• Moods are transient feeling states that are generally not tied to a specific event or
object
• Momentary Conditions reflect temporary states of being, such as being tired, being
ill, having extra money, being broke, and so forth.
Moods: Feeling sad triggers buying sweet or going to a funny place
Momentary Conditions: Can't buy ice-cream because the teeth hurt