Martha, the owner of a small handicrafts store, sometimes decorates her store with festive decorations such as colorful lights, balloons, and fragrant flowers. She observes that customers tend to spend more time in her store and usually end up buying more goods when there is a festive atmosphere in the store. In this scenario, the festive decorations are examples of _____.
A) social influences
B) situational influences
C) utilitarian influences
D) functional influence

Question

Quizplus · Accepted Answer

The festive decorations in Martha's handicrafts store are an example of situational influences, which are external factors such as the store's atmosphere, layout, and design that influence the consumer's decision-making process. Situational influences can affect a consumer's mood and behavior, leading to increased store traffic, longer visits, and higher sales.

Martha, the Owner of a Small Handicrafts Store, Sometimes Decorates