Chapter 14 Consumption to Satisfaction

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

5. 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

6. Situations and Consumer Reactions

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

9. 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

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

12. Expectations

13. 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

14. 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

15. Satisfaction/Dissatisfaction Measures

17. 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