As a situational influence, antecedent states include:
Multiple Choice
the amount of cash on hand.
the crowding in retail stores.
the purpose of the purchase.
other people present.
the time of day.
The Correct Answer and Explanation is :
Correct Answer: The amount of cash on hand.
Explanation:
Antecedent states refer to temporary conditions or situations that can influence consumer behavior and decision-making at the time of purchase. These states are not enduring traits or demographic factors but are transient and often unpredictable.
Among the options provided, the “amount of cash on hand” is an example of an antecedent state because it reflects a temporary condition that could directly affect a consumer’s ability or willingness to make a purchase. If a consumer has a limited amount of cash, they may be constrained in their choices, leading to a preference for less expensive options or delaying the purchase altogether. Similarly, if they have ample cash or access to credit, their choices might expand, and they may consider premium products or unplanned purchases.
The other options, while important in understanding consumer behavior, fall under different situational influences:
- The crowding in retail stores: This is part of the physical surroundings, a situational factor influencing how comfortable or rushed a shopper feels.
- The purpose of the purchase: This relates to the task definition, which involves why a consumer is making a purchase (e.g., buying a gift or personal use).
- Other people present: This is a social influence, referring to how the presence of friends, family, or even strangers might impact a consumer’s choices.
- The time of day: This relates to temporal factors, which influence when shopping occurs and how time constraints affect decisions.
In contrast, antecedent states like emotions, fatigue, or the amount of cash on hand are transient and can quickly change. They are critical because they directly affect a consumer’s behavior in the moment, sometimes overriding more consistent influences like personal preferences or social norms.