There was an investigation in an attempt to understand what situational influences affect purchasing behaviors of consumers. Fifty subjects were asked to complete a survey in determining what attributes affect the decision to purchase a product. The effect of purchase was based on three different times of day: morning, afternoon, and evening. The effect of purchase was also based on whether subjects preferred caffeinated or non-caffeinated soda depending on the time of day. The subjects …showed first 75 words of 1831 total…

…showed last 75 words of 1831 total…soda in the marketplace. References: Bhattacharya, C. B. (1997). "Is your brand's loyalty too much, to little, or just right?" : Explaining deviations in loyalty from the Dirichlet norm. International Journal of Research in Marketing, 14, 421-435. Hesse, F., Loesch, K., Spies, Kordelia. (1997). "Store atmosphere, mood and purchasing behavior." International Journal of Research in Marketing, 14, 1-17. Lee, A., Monroe, Kent. (1999). "Remembering versus knowing: Issues in buyers' processing of price information." Journal of the Academy of Marketing Science, 27, 207-225.