Chapter 10
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Chapter 10. Post-Decision Processes. Learning Objectives~ Ch. 10. Distinguish between the dissonance and the regret that consumers may experience after acquisition, consumption, or disposition.

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Chapter 10

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Chapter 10

Chapter 10

Post-Decision Processes


Learning objectives ch 10

Learning Objectives~ Ch. 10

  • Distinguish between the dissonance and the regret that consumers may experience after acquisition, consumption, or disposition.

  • Explain how consumers can learn from experience and why marketers need to understand this post-decision process.

  • Discuss how consumers judge satisfaction or dissatisfaction with their decisions about acquisition, consumption, or disposition.

  • Describe how consumers may dispose of something, why this process is more complex for meaningful objects, and what influences consumer recycling behavior.


Post decision dissonance regret

Post-Decision Dissonance & Regret

  • Loss of confidence in decision of

    • Acquisition

    • Consumption

    • Disposition

  • Dissonance—Anxiety when MAO high & more than one alternative is attractive

  • Regret

    • Unfavorable comparison

    • Consumer anticipation


Factors affecting learning from experience

Factors Affecting Learning from Experience

  • Motivation

  • Prior knowledge/ability

  • Ambiguity of information/lack of opportunity

  • Processing biases

    • Confirmation

    • Overconfidence

    • Strategies

      • Top-dog

      • Underdog


Consumer judgments

Consumer Judgments

  • Satisfaction

  • Dissatisfaction

  • Dimensions

    • Utilitarian

    • Hedonic

  • Levels of satisfaction/dissatisfaction

    • Monitor

    • Costs


Disconfirmation paradigm

Other influences on satisfaction:

Independent

Post-decision feelings

Negative

(-)

Simple

(-/+)

Positive

(+)

Disconfirmation Paradigm

  • Satisfaction based on expectations


Satisfaction dissatisfaction based on thoughts

Satisfaction/Dissatisfaction Based on Thoughts

  • Disconfirmation

  • Expectations

  • Performance

    • Objective

    • Subjective

  • Simple confirmation & satisfaction

  • Negative disconfirmation & dissatisfaction


Attribution theory

Attribution Theory

  • Causality/blame/explanations

  • Factors

    • Stability

    • Focus

    • Controllability

  • Value-added


Equity theory

Equity Theory

  • Inputs versus outputs

    • Consumer

    • Seller

  • Fairness in exchange


Satisfaction dissatisfaction based on feelings

Satisfaction/Dissatisfaction Based on Feelings

  • Post-decision feelings

  • Coping

  • Misprediction about emotions

    • Affective forecasting (misforcasting)


Responses to dissatisfaction

Responses to Dissatisfaction

  • Take no action

  • Discontinue purchasing

  • Complain or return item

  • Negative WOM

  • Negative e-WOM

    What was the last negative e-WOM you left for a business and what motivated that?


How to retain customers

How to Retain Customers

  • Care about your customers—2/3 of customers defect because they feel company does not care about them

  • Have empathy

  • Remember customers between sales—send promo on birthdays, etc.

  • Build trusting relationships—expertise, reliability, concern

  • Monitor service delivery process

  • Be there when needed—service & repair

  • Provide extra effort—beyond call of duty

    What is something special a company did for you lately?


Options for post acquisition disposition

Use up

Throw away

Abandon

Destroy

Options forPost-Acquisition Disposition

  • Give away

  • Trade

  • Recycle

  • Sell

“…action taken toward possessions.”Temporary or Involuntary

Temporary or Permanent


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