Consumer Behavior: Buying, Having, and

Being
Fourteenth Edition - Global Edition

Chapter 8
Buying, Using, and
Disposing

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Learning Objectives (1 of 2)
8.1 Explain the factors that influence consumers’ shopping
experience during each phase of the purchasing process.
8.2 Describe how the virtualization of shopping increases our
reliance on digital assets.
8.3 Summarize how the growth of a “sharing economy”
changes the way consumers think about using and owning.

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Learning Objectives (2 of 2)
8.4 Explain how the climate change crisis requires us to
think differently about buying, using, and disposing to limit
our environmental footprint.
8.5 Identify the maladaptive consumer behaviors that can
occur in the purchasing and using phases.

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Learning Objective 8.1
Explain the factors that influence consumers’ shopping
experience during each phase of the purchasing process.

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The Shopping Experience

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Shop ’Til You Drop?
• A consumer’s choices are affected by many personal factors
– and the sale doesn’t end at the time of purchase
Figure 8.1 Factors Affecting the Pre-Purchase, Purchase and Post
purchase Experience

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Hedonic Shopping
• Gratification
seeking
• Idea shopping
• Adventure seeking
• Social shopping
• Role play
• Value shopping

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Figure 8.2 Design Thinking

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Figure 8.3 Going to the Gemba

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Retail Theming
• Stores create imaginative environments that transport shoppers
to fantasy worlds
• Retail theming techniques:
– Landscape themes
– Marketscape themes
build on associations
with manufactured
places
– Cyberspace themes
– Mindscape themes
draw on abstract
ideas and concepts
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Store Atmospherics
• Atmospherics, the “conscious designing of space and its
various dimensions to evoke certain effects in buyers”
– Colors
– Scents
– Sounds.
– Sensory cues
• In-Store decision
making
– Unplanned
buying
– Impulse buying

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Figure 8.4 Impulse Buying
How would you
depict an impulse
buyer?
Explain.

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POP Goes the Retailer: Point-of-
Purchase Stimuli
• The salesperson
– A lead role in the play
• Impulse buys often are
triggered by environmental
cues
• Are you satisfied?
• Dissonance

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Figure 8.5 Design Thinking Influences
Customer Satisfaction

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For Reflection (1 of 3)
• In what ways do you experience time poverty? What
products do you purchase because of the sense of time
poverty?

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Learning Objective 8.2
• Describe how the virtualization of shopping increases our
reliance on digital assets.

Sephora virtual try-on

feature in-store

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E-Commerce and the Digital World
• From bricks to clicks
• Shopping apps and
in-store tech
• Digital currencies
• Online commerce:
raising the bar
• Liquid consumption

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Online Commerce: Raising the Bar

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Liquid Consumption

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Learning Objective 8.3
Summarize how the growth of a “sharing economy” changes
the way consumers think about using and owning.

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New Ways to Have and Use: Ownership
and the Sharing Economy
• Sharing economy
• Collaborative consumption
• P2P commerce (peer-to-peer)
• The thrill of thrifting

As a major player in the

sharing economy, Zipcar is
changing how many urban
dwellers think about
transportation

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For Reflection (2 of 3)
• What are some items that you “share” with your peers?

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Learning Objective 8.4
Explain how the climate change crisis requires us to think
differently about buying, using, and disposing to limit our
environmental footprint.

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The Climate Crisis
Our decisions about how to dispose of a product are as
important as how we decide to obtain it in the first place

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Climate Crisis
• Product disposal
• The crisis of food waste
• Recycling and the Underground economy

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Table 8.1: Some Factors That Relate to
Food Waste (1 of 2)
• Preacquisition/purchasing
– Product damage during handling—dented cans, that repel
customers
– Inaccurate expiration dates
– Oversized/unnecessary packaging
• Consumer acquisition
– Susceptibility to promotions for unneeded items / impulse
buying
– Limited nutritional knowledge
– Individualistic values

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Table 8.1: Some Factors That Relate to
Food Waste (2 of 2)
• Consumption
– Desire for variety
Serveware (e.g., unnecessarily large servings due to bigger
plates)
– Overcooking (e.g., “good mother” identity)
• Disposition
– Household norms and habits (e.g., smaller households
waste more food)
– Food conservation malpractice (e.g., “freezer burn”)
– Ability to repurpose uneaten food (e.g., leftovers for pets)

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Product Disposal
• Recycling
• Lateral cycling
– Underground economy
– Recommerce
– Swishing

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Recycling and the Underground
Economy
• The underground economy in the form of flea markets and
other used-product sales formats is a significant element in
the U.S. market

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For Reflection (3 of 3)
• What items have you purchased from the underground
ecomomy?
• How do you feel postpurchase if you know you can recycle
the product?

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Learning Objective 8.5
Identify the maladaptive consumer behaviors that can occur
in the purchasing and using phases

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The Dark Side of Buying and Using
• Maladaptive consumption
– Substance-related addictions, like alcohol, tobacco, or
opioids, as well as behavioral problems like gambling
• Addictive and compulsive behavior
– Compulsive shopping
• Gambling
• Hoarding
• Tech and social media addiction
– Internet addiction

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Chapter Summary
• Many factors at the time of purchase dramatically
influence the consumer’s decision-making process.
• The information a store’s layout, website, or salespeople
provides strongly influences a purchase decision.
• The growth of a “sharing economy” changes how many
consumers think about buying rather than renting
products.
• Our decisions about how to dispose of a product are as
important as how we decide to obtain it in the first place.

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