Opening Vignette: "Timex Positions Its Watches by How People Use Them"

1. Nature of Situational Influences
2. Types of Situations
   1. Purchase Situation
      1. In-Store Situations
      2. Gift-Giving Situations
      3. Unanticipated Purchase Situations
   2. Consumption Situation
   3. Communication Situation
3. Characteristics of Consumption and Purchase Situations
   1. The Experiential Nature of Situational Influences
   2. Characteristics of the Purchase and Consumption Experience on the Web
4. A Model of Situational Influences
   1. Consumer Attributions to Situation Versus Product
   2. Proximity of Situation to Behavior
5. Situational Influences on Product Attitudes, Choice, and Decision Making
   1. Influence on Product Attitudes
   2. Influence on Product Choice
   3. Influence on Decision Making
6. Use of Situational Variables in Marketing Strategy
   1. Introducing New Usage Situations
   2. Targeting Existing Usage Situations
      1. Market Segmentation
      2. New Product Development
      3. Product Positioning
      4. Advertising
      5. Distribution
      6. Web Site Development