POST-DECISION PROCESSES Chapter 12 1
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Transcript POST-DECISION PROCESSES Chapter 12 1
Chapter 12
POST-DECISION
PROCESSES
1
Model of Consumer Problem Solving
Problem Recognition
Search for Information
Evaluation of
Alternatives
Choice Decision
Purchase
Postpurchase Use and
Reevaluation
2
Chapter Overview
Dissonance
Satisfaction/Dissatisfaction
– disconfirmation paradigm
– attribution theory
– equity theory
Complaining/negative WOM
3
Post-Decision Dissonance
Doubts/Anxiety about
product choice
– many times we attempt to
justify our choices
Was buying a
“previously loved
vehicle” at Honest
Abe’s the right
choice? Should I have
gone elsewhere??
confirming evidence
denial or minimization of
downsides (e.g., the repair bills
really aren’t that high)
support from others
modification of beliefs (e.g., I
really didn’t want a roomy car!)
4
Satisfaction/Dissatisfaction
Judgements
Disconfirmation Paradigm
___________ Theory
________ Theory
5
The Disconfirmation Paradigm
Expectations: beliefs we have before usage
Performance: evaluation of what happened
Disconfirmation: occurs when these two are
not equal
– positive leads to satisfaction
– negative leads to dissatisfaction
Example: New movie release
Beware of “overpromising”
6
Attribution Theory
Stability
– temporary or frequent?
F
– is it my fault or their fault?
Controllability
– could it be prevented?
7
Equity Theory
Fairness of exchange
– perceived relationship of cost of
production to price charged
– relative bargaining power of the
two sides
– opportunism
8
Individual Application Exercise
Think about the three ways consumers can
conclude they are dissatisfied
(disconfirmation paradigm, attribution
theory & equity theory).
Explain how each of these approaches could
apply to a night at a hotel.
Provide a specific example for each
approach.
9
Dissatisfaction Outcomes
I hate your vulgarity and
violent films!
I’m going to tell all
my friends that your
newest release stinks!
Complaining
– How common is
complaining?
– Other ways of getting
back at the firm
brand switching
active boycotts
Negative WOM
10
Effective Handling of
Complaints
Acceptance of
responsibility
Quick action, e.g.,
–
–
–
–
replacement
repair
refund
exchange
11
Chapter 12 Review
Dissonance
Satisfaction/Dissatisfaction
– disconfirmation paradigm
– attribution theory
– equity theory
Complaining/negative WOM
12
Model of Consumer Problem Solving
Problem Recognition
Search for Information
Evaluation of
Alternatives
Choice Decision
Purchase
Postpurchase Use and
Reevaluation
13