Asked by Tessa Eddington on Jun 04, 2024
Verified
Give an example of the negative impact that co-consumers can have.
Co-consumers
Individuals who consume products or services together, often influencing each other's experiences and decisions during that consumption.
Negative Impact
The detrimental effects or outcomes that arise from a certain action, decision, or policy.
Quality Differentiation
A marketing strategy that focuses on highlighting the unique attributes and superior aspects of a product or service compared to competitors.
- Understand the influence of co-consumers on individuals' purchasing decisions in retail contexts.
Verified Answer
Other patrons or co-consumers can have negative impacts. For example, if another consumer touches a product in the retail context, this can lead consumers to negatively evaluate the product, an effect referred to as consumer contamination.
The presence of large numbers of people in a consumer environment increases arousal levels so that a consumer's subjective experience of a setting tends to be more intense. Although the presence of other people creates a state of arousal, the consumer's actual experience depends on his or her interpretation of this arousal. The psychological state of crowding exists only if a negative affective state occurs as a result of this density.
In addition, the type of consumers who patronize a store or service can serve as an attribute. To paraphrase Groucho Marx, "I would never join a club that would have me for a member."
Learning Objectives
- Understand the influence of co-consumers on individuals' purchasing decisions in retail contexts.
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