Roger D. Blackwell Paul W. Miniard James F. Engel

2. Consumer Behavior Roger D. Blackwell Paul W. Miniard James F. Engel Requests for permission to make copies of any part of the work should be mailed to the following address: Permissions Department, Thomson Business and Economics 5109 Natorp Boulevard Mason, OH 45040 800–423–0563

3. CHAPTER 6 Post-Purchase Processes: Consumption and Post-Consumption Evaluations

4. Consumption Behavior

5. Consumption Consumers’ usage of the acquired product

6. Consumption Behavior Knowing how many and which consumers fall into the user and nonuser categories

7. Consumption Behavior Knowing how many and which consumers fall into the user and nonuser categories Size of user market is one indicator of market attractiveness Size of nonuser group speaks to future growth opportunities Characterized along many dimensions

8. Consumption Behavior

9. Consumption Behavior When Does Consumption Occur?

10. Consumption Behavior When Does Consumption Occur? How much time passes between purchase and consumption?

11. Consumption Behavior When Does Consumption Occur? How much time passes between purchase and consumption? What time of day is product used?

12. Consumption Behavior When does Consumption Occur? How much time passes between purchase and consumption? What time of day is product used? When in the year or during which season is product consumed?

13. An Attempt to Expand Consumption

14. Consumption Behavior Where Does Consumption Occur?

15. Consumption Behavior Where Does Consumption Occur? The situationin which consumption occurs can affect product choice— e.g., beers sales for in-home versus on-premise consumption

16. Consumption Behavior How Is the Product Consumed?

17. Consumption Behavior How Is the Product Consumed? How is the product prepared? Is it consumed alone or with other products? Is it used as intended or have consumers invented a new use?

18. Consumption Behavior How Much Is Consumed?

19. Would Consumers Pour the Same Amount into Each Glass?

20. Consumption Behavior How Much Is Consumed? Consumers may be similar in what they consume, but different in how much they consume Usage volume segmentation: dividing consumers into segments based on amount of consumption (heavy, moderate, and light users) Firms can encourage consumption or change amount consumed

21. Consumption Behavior Basic Strategies for Increasing the Amount of Consumption Enhance the frequency of consumption Enhance the amount consumed per consumption occasion

22. Consumption Behavior Encouraging more frequent consumption

23. Consumption Behavior The Influence of Package Size

24. Consumption Experiences

25. Consumption Experiences How Does It Feel?

26. Consumption Experiences How Does It Feel? Positive or negative things you feel when using a product

27. Consumption Experiences How Does It Feel? Positive or negative things you feel when using a product Firms can position products based on: - Positive feelings resulting from consumption - Elimination of negative feelings resulting from consumption

28. Consumption Experiences How Rewarding or Punishing Was the Experience?

29. Consumption Experiences How Rewarding or Punishing Was the Experience? Positive reinforcement: when consumer receives positive outcome from product usage

30. Purchase Need Product Purchase Product Consumption Receiving Positive Outcomes Positive Reinforcement

31. Consumption Experiences How Rewarding or Punishing Was the Experience? Positive reinforcement: when consumer receives positive outcome from product usage Negative reinforcement: when consumption helps person avoid negative outcome

32. Purchase Need Product Purchase Product Consumption Receiving Positive Outcomes Positive Reinforcement Purchase Need Product Purchase Product Consumption Avoiding Negative Outcomes Negative Reinforcement

33. Consumption Experiences How Rewarding or Punishing Was the Experience? Positive reinforcement: when consumer receives positive outcome from product usage Negative reinforcement: when consumption helps person avoid negative outcome Punishment: when consumption leads to negative outcome

34. Purchase Need Product Purchase Product Consumption Receiving Positive Outcomes Positive Reinforcement Purchase Need Product Purchase Product Consumption Avoiding Negative Outcomes Negative Reinforcement Purchase Need Product Purchase Product Consumption Receiving Negative Outcomes Punishment

35. Consumption Experiences Did It Confirm or Disconfirm Expectations?

36. Consumption Experiences Did It Confirm or Disconfirm Expectations? Consumption can meet, exceed, or fall short of expectations

37. How Well Different Brands Are Meeting Consumers’ Expectations

38. Shaping Interpretation of the Consumption Experience Beyond the consumption experience, consumers’ interpretation can be affected by their expectations of the experience and their mood at the time of consumption

39. Consumption Norms and Rituals Consumption norms: informal rules that govern our consumption behavior Consumption rituals: a type of expressive, symbolic activity constructed of multiple behaviors that occur in a fixed, episodic sequence, and that tend to be repeated over time Holiday rituals (gift giving, parties)

40. Consumption Norms and Rituals

41. Compulsive Consumption A response to an uncontrollable drive or desire to obtain, use, or experience a feeling, substance, or activity that leads an individual to repetitively engage in a behavior that will ultimately cause harm to the individual and possibly others Gambling Addiction (shopping, alcohol, food) Internet (web dependency)

42. Understanding Consumption Ethnography involves describing and understanding consumer behavior by interviewing and observing consumers in real-world situations

43. Post-Consumption Evaluations

44. Post-Consumption Evaluations Evaluations also occur following consumption

45. Post-Consumption Evaluations Evaluations also occur following consumption Consumers experience satisfaction or dissatisfaction

46. Satisfaction Scores by Company

47. Importance of Satisfaction It Influences Repeat Buying Positive post-consumption evaluations are essential for retaining customers The likelihood that customers will remain loyal depends on their level of satisfaction However, customer satisfaction does not guarantee loyalty

48. Importance of Satisfaction It Shapes Word-of-Mouth and Word-of-Mouse Communication Consumers often communicate with others about their consumption experiences

49. Negative Word-of-Mouth

50. Word-of-Mouse