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Chapter 10

Chapter 10. Post-Decision Process es. Learning Objectives~ Ch. 10. To understand: Post -decision dissonance & regret Consumer learning from experience Ways consumers judge satisfaction & dissatisfaction with decision

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Chapter 10

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  1. Chapter 10 Post-Decision Processes

  2. Learning Objectives~ Ch. 10 To understand: • Post-decision dissonance & regret • Consumer learning from experience • Ways consumers judge satisfaction & dissatisfaction with decision • Various strategies & levels of complexity for disposal of something

  3. Post-Decision Processes

  4. 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

  5. A Model of Learning from Experience

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

  7. Consumer Judgments • Satisfaction • Dissatisfaction • Dimensions • Utilitarian • Hedonic • Levels of Satisfaction/ Dissatisfaction • Monitor • Costs

  8. American Consumer Satisfaction Index

  9. Other Influences on Satisfaction Independent Post-Decision Feelings Negative (-) Simple (-/+) Positive (+) Disconfirmation Paradigm • Satisfaction Based on Expectations

  10. The Disconfirmation Paradigm

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

  12. Attribution Theory • Causality/blame/explanations • Factors • Stability • Focus • Controllability • Value-Added

  13. Equity Theory • Inputs Versus Outputs • Consumer • Seller • Fairness in Exchange

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

  15. 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?

  16. Tendencies Younger Higher Income Less Brand Loyal Cultural Differences Types Passives Voicers Irates Activists Complainers

  17. Satisfaction & Consumer Relationships • 65% to 85% of customers who defect to competitors say they were “satisfied” or “very satisfied” • Customer retention is key—Develop long-term relationships • For instance USAA is a leader in customer satisfaction, and in turn, retention

  18. 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?

  19. 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

  20. Disposing of Meaningful Objects • Think of something meaningful that you disposed of (sold, gave away, recycled, etc.) • Physical Detachment • Emotional Detachment

  21. Recycling Behavior • It is interesting to wonder why some consumers recycle, and others do not • This is a context where attitudes & behaviors may misalign • Recycling behaviors depend on: • Motivation • Ability • Opportunity

  22. Sidi offers a money-back guarantee if the consumer is not satisfied with the bicycling shoes. A warranty or money-back guarantee can reduce consumers’ feelings of dissonance after a purchase. Sara Ecclesine, Veltec Sports, Inc.

  23. Questions?

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