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
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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!)

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Satisfaction/Dissatisfaction
Judgements
 Disconfirmation Paradigm
 ___________ Theory
 ________ Theory
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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”
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Attribution Theory
 Stability
– temporary or frequent?
 F
– is it my fault or their fault?
 Controllability
– could it be prevented?
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Equity Theory
 Fairness of exchange
– perceived relationship of cost of
production to price charged
– relative bargaining power of the
two sides
– opportunism
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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.
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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
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Effective Handling of
Complaints
 Acceptance of
responsibility
 Quick action, e.g.,
–
–
–
–
replacement
repair
refund
exchange
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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