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Chapter 10

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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  1. Chapter 10 Post-Decision Processes

  2. 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.

  3. 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

  4. Factors Affecting Learning from Experience • Motivation • Prior knowledge/ability • Ambiguity of information/lack of opportunity • Processing biases • Confirmation • Overconfidence • Strategies • Top-dog • Underdog

  5. Consumer Judgments • Satisfaction • Dissatisfaction • Dimensions • Utilitarian • Hedonic • Levels of satisfaction/dissatisfaction • Monitor • Costs

  6. Other influences on satisfaction: Independent Post-decision feelings Negative (-) Simple (-/+) Positive (+) Disconfirmation Paradigm • Satisfaction based on expectations

  7. Satisfaction/Dissatisfaction Based on Thoughts • Disconfirmation • Expectations • Performance • Objective • Subjective • Simple confirmation & satisfaction • Negative disconfirmation & dissatisfaction

  8. Attribution Theory • Causality/blame/explanations • Factors • Stability • Focus • Controllability • Value-added

  9. Equity Theory • Inputs versus outputs • Consumer • Seller • Fairness in exchange

  10. Satisfaction/Dissatisfaction Based on Feelings • Post-decision feelings • Coping • Misprediction about emotions • Affective forecasting (misforcasting)

  11. 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?

  12. 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?

  13. 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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