Abstract
This study first proposed a model of the extended situational context to provide a device for integrating and extending previous findings from research into situational influences. Then, the four elements of the model were operationalized as follows, using food as the focal product: objective situation in terms of who eats the food; object in terms of the particular food item; subject in terms of the values held by the serving homemaker; and the criterion of behavioral response in terms of product usage rate. A projective field experiment supported the model by finding significant prediction of food usage from the main effects representing the first three elements, and all first order interactions.
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Valentin, E.K., Granzin, K.L. (2015). The Influence of the Situational Context on Product Usage. In: Malhotra, N. (eds) Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11101-8_12
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DOI: https://doi.org/10.1007/978-3-319-11101-8_12
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