Understanding Post-Decision Processes: Dissonance, Regret, and Consumer Satisfaction
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This chapter explores critical aspects of post-decision processes in consumer behavior, including the distinction between dissonance and regret. It discusses how consumers learn from their acquisition, consumption, and disposal experiences, emphasizing the role of satisfaction and dissatisfaction. Factors affecting consumer decisions and their disposal behaviors are examined, highlighting motivations, prior knowledge, and emotional responses. The chapter provides marketers with insights to enhance customer retention through empathy and relationship-building strategies.
Understanding Post-Decision Processes: Dissonance, Regret, and Consumer Satisfaction
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Presentation Transcript
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. • 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 • 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 • Motivation • Prior knowledge/ability • Ambiguity of information/lack of opportunity • Processing biases • Confirmation • Overconfidence • Strategies • Top-dog • Underdog
Consumer Judgments • Satisfaction • Dissatisfaction • Dimensions • Utilitarian • Hedonic • Levels of satisfaction/dissatisfaction • Monitor • Costs
Other influences on satisfaction: Independent Post-decision feelings Negative (-) Simple (-/+) Positive (+) Disconfirmation Paradigm • Satisfaction based on expectations
Satisfaction/Dissatisfaction Based on Thoughts • Disconfirmation • Expectations • Performance • Objective • Subjective • Simple confirmation & satisfaction • Negative disconfirmation & dissatisfaction
Attribution Theory • Causality/blame/explanations • Factors • Stability • Focus • Controllability • Value-added
Equity Theory • Inputs versus outputs • Consumer • Seller • Fairness in exchange
Satisfaction/Dissatisfaction Based on Feelings • Post-decision feelings • Coping • Misprediction about emotions • Affective forecasting (misforcasting)
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 • 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?
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
