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Chapter 11

Chapter 11. Post-Decision Processes. Learning Objectives. Post-decision dissonance and regret. Consumer learning from experience. Ways consumers judge satisfaction and dissatisfaction with decision. Various strategies and levels of complexity for disposal of something.

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Chapter 11

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  1. Chapter 11 Post-Decision Processes

  2. Learning Objectives • Post-decision dissonance and regret. • Consumer learning from experience. • Ways consumers judge satisfaction and dissatisfaction with decision. • Various strategies and levels of complexity for disposal of something.

  3. Chapter Overview: Post-Decision Processes (Exhibit 11.1)

  4. Post-Decision Dissonance and Regret • Loss of confidence in decision of • Acquisition • Consumption • Disposition • Dissonance—Anxiety when MAO high and more than one alternative is attractive • Regret • Unfavorable comparison • Consumer anticipation

  5. A Model of Learning from Experience (Exhibit 11.3)

  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. The American Consumer Satisfaction Index (Exhibit 11.6)

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

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

  11. The Disconfirmation Paradigm (Exhibit 11.7)

  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

  15. Responses to Dissatisfaction • Take no action • Discontinue purchasing • Complain or return item • Negative word-of-mouth

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

  17. Satisfaction Is Not Enough • 65% to 85% of customers who defect to competitors say they were “satisfied” or “very satisfied” • Customer retention is key—Develop long-term relationships

  18. Customer Retention Tactics • Care about your customers—2/3 of customers defect because they feel company doesn’t care about them • Remember customers between sales—Contact on birthdays, etc. • Build trusting relationships—expertise, reliability, concern • Monitor service delivery process • Be there when needed—Service and repair • Provide extra effort—Beyond call of duty

  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 • Physical Detachment • Emotional Detachment

  21. Recycling • Motivation • Ability • Opportunity

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