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Chapter 13 Consumption to Satisfaction. BABIN / HARRIS. Learning Outcomes. Understand the basic consumption process, and the link from consumption to value to satisfaction. Understand satisfaction, dissatisfaction, and disconfirmation/expectancy theory.
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Chapter 13Consumption to Satisfaction BABIN / HARRIS © 2009 South-Western, a division of Cengage Learning.
Learning Outcomes Understand the basic consumption process, and the link from consumption to value to satisfaction. Understand satisfaction, dissatisfaction, and disconfirmation/expectancy theory. Know that emotions other than satisfaction can affect postconsumption behavior. Describe some ways that consumers dispose of products. LO1 LO2 LO3 LO4 © 2009 South-Western, a division of Cengage Learning.
Basic Consumption Process LO1 Consumption: the process that converts time and goods, services, or ideas into value. © 2009 South-Western, a division of Cengage Learning.
Consumption and Product Classification LO1 Durable goods Consumed over long periods of time. Nondurable Goods Consumed quickly. © 2009 South-Western, a division of Cengage Learning.
Situations and Consumer Reactions LO1 Temporal factors Antecedent conditions Physical environment © 2009 South-Western, a division of Cengage Learning.
Tailgate 101 Tailgating is a social setting. © 2009 South-Western, a division of Cengage Learning.
Exhibit 13.2: Transfer of Meaning in Consumption LO1 Meaning transference: process through which cultural meaning is transferred to a product and onto the consumer. © 2009 South-Western, a division of Cengage Learning.
Exhibit 13.3: Consumption, Value, and Satisfaction LO1 © 2009 South-Western, a division of Cengage Learning.
Satisfaction and Dissatisfaction LO2 Dissatisfaction A mild, negative affective reaction resulting from an unfavorable appraisal of a consumption outcome. Satisfaction A mild, positive emotional state resulting from a favorable appraisal of a consumption outcome. © 2009 South-Western, a division of Cengage Learning.
Consumer Satisfaction LO2 • A postconsumption phenomenon. • Results from a cognitive appraisal. • Also referred to as satisfaction judgment. • A relatively mild emotion that does not create strong behavioral reactions. © 2009 South-Western, a division of Cengage Learning.
Disconfirmation Theory: The Basic Disconfirmation Process LO2 © 2009 South-Western, a division of Cengage Learning.
Expectations LO2 Consumer expectations have two components: (1) The probability that something will occur and (2) an evaluation of that potential occurrence. © 2009 South-Western, a division of Cengage Learning.
Word-of-mouth Experience Advertisements Personal factors Sources of Expectations LO2 © 2009 South-Western, a division of Cengage Learning.
Exhibit 13.7A Multi-item Satisfaction Scale LO2 © 2009 South-Western, a division of Cengage Learning.
LO3 Know that emotions other than satisfaction can affect postconsumption behavior. © 2009 South-Western, a division of Cengage Learning.
Other Postconsumption Reactions LO3 • Delight • Disgust • Surprise • Exhilaration • Anger © 2009 South-Western, a division of Cengage Learning.
Delight and Anger LO3 • Delight – combo of joy and surprise • Rather than expectancy/disconfirmation theory, enhancing self-esteem needs may be the cause of delight • Something extraordinary happens… • Anger – outrage • Results from a violation of fairness/equity theory • Bad things occur – customer don’t return, spread negative WOM © 2009 South-Western, a division of Cengage Learning.
Cognitive Dissonance LO3 • Lingering doubts about a decision that has already been made. • Sometimes known as buyer’s regret. • Conditions: • Consumer is aware that there are many attractive alternatives. • Decision is difficult to reverse. • Decision is important and involves risk. • Consumer has low self-confidence. © 2009 South-Western, a division of Cengage Learning.
Cognitive Reducing Strategies LO3 © 2009 South-Western, a division of Cengage Learning.
Consumer Disposal LO4 Consumer refuse: any packaging that is no longer necessary for consumption to take place or, in some cases, the actual good that is no longer providing value to the consumer. © 2009 South-Western, a division of Cengage Learning.
Trashing Recycling Converting Trading Donating Reselling Disposing of Refuse LO4 © 2009 South-Western, a division of Cengage Learning.
Now That’s Handy! LO4 By finding alternative uses for old products, consumers can extend the value that they receive. © 2009 South-Western, a division of Cengage Learning.
