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Chapter 14 Consumption to Satisfaction

Chapter 14 Consumption to Satisfaction. Learning Outcomes. Gain an appreciation of the link from consumption to value to satisfaction Discuss the relative importance of satisfaction and value in consumer behavior Know that emotions other than satisfaction can affect postconsumption behavior.

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Chapter 14 Consumption to Satisfaction

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  1. Chapter 14Consumption to Satisfaction

  2. Learning Outcomes • Gain an appreciation of the link from consumption to value to satisfaction • Discuss the relative importance of satisfaction and value in consumer behavior • Know that emotions other than satisfaction can affect postconsumptionbehavior

  3. Learning Outcomes • Use expectancy disconfirmation, equity, and attribution theory approaches to explain consumers’ postconsumptionreactions • Understand problems with commonly applied satisfaction measures • Describe some ways that consumers dispose of products

  4. Consumption and Product Classification • Durable goods -Goods that are consumed over long periods of time • Nondurable goods- Goods consumed quickly • Consumption frequency -Number of times a product or service is consumed in a given time period

  5. Situations and Consumer Reactions

  6. Meaning Transference • Process through which cultural meaning is transferred to a product and onto the consumer

  7. Consumer Satisfaction and Dissatisfaction • Consumer satisfaction - Mild, positive emotional state resulting from a favorable appraisal of a consumption outcome • Consumer dissatisfaction -Mild, negative affective reaction resulting from an unfavorable appraisal of a consumption outcome

  8. Theories of Consumer Satisfaction • Expectancy/disconfirmation theory • Equity theory • Attribution theory

  9. Expectations

  10. Attribution Theory and Consumer Satisfaction • Three key elements to the attribution theory • Locus - Judgments of who is responsible for an event • Control - The extent to which an outcome was controllable or not • Stability - The likelihood that an event will occur again

  11. Cognitive Dissonance • Lingering doubts about a decision that has already been made • 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

  12. Satisfaction/Dissatisfaction Measures

  13. Disposal Decisions • Consumer refuse -Packaging that is no longer necessary for consumption to take place or the actual good that is no longer providing value to the consumer • Disposal alternatives available • Trashing • Recycling • Converting • Trading • Donating • Reselling

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