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The Communication
Situation
Physical Surroundings
influence during
the communication situation
Physical
Surroundings
Includes:
 Décor
 Sounds
 Aromas
 Lighting
 Weather
 Configuration of
merchandise
 Configuration of other
materials surrounding
the stimulus object
Ineffective Configuration of other materials
surrounding the stimulus object
Clever Advertisement for
Funeral Home
Too many messages, consumer is
likely to be distracted (crowding)
Look at the signs!
Do you know what
store this is?
They have a lot of
services, such as
repairs, unlocks,
prepaid,
accessories,
cellphone, delivery
and Tattoo…….
I feel that I don’t
want to go there if
I need cellphone
or repairing
cellphone or
tattoo.
There is too much
information on this sign!
What is the sign trying to
say?
“DO NOT PARK HERE.”

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The communication situation physical surroundings