Consumption, Satisfaction, Divestment

Consumption The act of purchase is normally followed by consumption or use. Evaluation continues into the act of consumption by a satisfaction/dissatisfaction response. The probability of repurchase is determined at this point

Options for consumption Usage at the earliest convenient opportunity Short-term storage in anticipation of a later usage opportunity Long-term storage with no specific or anticipated use in mind Abort consumption process

Buyer’s Regret Post decision doubt (dissonance) A certain threshold of dissonance-motivated tension is surpassed The action is irrevocable There are other unchosen alternatives with qualitatively dissimilar but desirable attributes The choice is made entirely by free will, without any compulsion

Consumption Research Profit Motivated Consumption Research Post-Modern Consumption Research

Profit Motivated Consumption Research To find ways to attract new customers and trigger a buying response

Post-Modern Consumption Research Sacred Consumption Profane Consumption Compulsive consumption

Post-Consumption Evaluation The Customer Satisfaction/Dissatisfaction response Implications – inducting new customers, customer retention, competitive role in product/service quality

Satisfaction A post-consumption evaluation that a chosen alternative at least meets or exceeds expectations

Categories of consumer expectations Equitable performance – normative judgement of consumer of product performance given the costs and efforts taken to purchase and use Ideal performance – the optimum or hoped for performance level Expected performance – what the performance probably will be

Expectancy Disconfirmation Model -Richard Oliver The CS/D response takes one of 3 forms Positive Disconfirmation – Performance is better than expected Simple Confirmation – as per expectations Negative Disconfirmation – worse than expectations

Divestment Outright disposal Recycling Remarketing