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Chapter 12 POST-DECISION PROCESSES

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Chapter 12 POST-DECISION PROCESSES. Model of Consumer Problem Solving. Problem Recognition. Search for Information. Evaluation of Alternatives. Choice Decision. Purchase. Postpurchase Use and Reevaluation. Chapter Overview. Dissonance Satisfaction/Dissatisfaction

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slide2

Model of Consumer Problem Solving

Problem Recognition

Search for Information

Evaluation of

Alternatives

Choice Decision

Purchase

Postpurchase Use and

Reevaluation

chapter overview
Chapter Overview
  • Dissonance
  • Satisfaction/Dissatisfaction
    • disconfirmation paradigm
    • attribution theory
    • equity theory
  • Complaining/negative WOM
post decision dissonance
Post-Decision Dissonance

Was buying a

“previously loved

vehicle” at Honest

Abe’s the right

choice? Should I have

gone elsewhere??

  • Doubts/Anxiety about product choice
    • many times we attempt to justify our choices
      • confirming evidence
      • denial or minimization of downsides (e.g., the repair bills really aren’t that high)
      • support from others
      • modification of beliefs (e.g., I really didn’t want a roomy car!)
satisfaction dissatisfaction judgements
Satisfaction/Dissatisfaction Judgements
  • Disconfirmation Paradigm
  • ___________ Theory
  • ________ Theory
the disconfirmation paradigm
The Disconfirmation Paradigm
  • Expectations: beliefs we have before usage
  • Performance: evaluation of what happened
  • Disconfirmation: occurs when these two are not equal
    • positive leads to satisfaction
    • negative leads to dissatisfaction
  • Example: New movie release
  • Beware of “overpromising”
attribution theory
Attribution Theory
  • Stability
    • temporary or frequent?
  • F
    • is it my fault or their fault?
  • Controllability
    • could it be prevented?
equity theory
Equity Theory
  • Fairness of exchange
    • perceived relationship of cost of production to price charged
    • relative bargaining power of the two sides
    • opportunism
individual application exercise
Individual Application Exercise
  • Think about the three ways consumers can conclude they are dissatisfied (disconfirmation paradigm, attribution theory & equity theory).
  • Explain how each of these approaches could apply to a night at a hotel.
  • Provide a specific example for each approach.
dissatisfaction outcomes
Dissatisfaction Outcomes

I hate your vulgarity and

violent films!

I’m going to tell all

my friends that your

newest release stinks!

  • Complaining
    • How common is complaining?
    • Other ways of getting back at the firm
      • brand switching
      • active boycotts
  • Negative WOM
effective handling of complaints
Effective Handling of Complaints
  • Acceptance of responsibility
  • Quick action, e.g.,
    • replacement
    • repair
    • refund
    • exchange
chapter 12 review
Chapter 12 Review
  • Dissonance
  • Satisfaction/Dissatisfaction
    • disconfirmation paradigm
    • attribution theory
    • equity theory
  • Complaining/negative WOM
slide13

Model of Consumer Problem Solving

Problem Recognition

Search for Information

Evaluation of

Alternatives

Choice Decision

Purchase

Postpurchase Use and

Reevaluation