Post-Decision Processes

Slides:



Advertisements
Similar presentations
Service Quality Chapter 8.
Advertisements

Chapter 10 Buying and Disposing.
Buying and Disposing.  Making a purchase is often not a simple, routine matter of going to the store and quickly picking out something.  Situational.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 1 Understanding Consumer Behavior © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly.
Marketing 334 Consumer Behavior
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Consumer Behavior Consumer Satisfaction ConsumerSatisfaction.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
1 Chapter 12 POST-DECISION PROCESSES. 2 Model of Consumer Problem Solving Problem Recognition Search for Information Evaluation of Alternatives Choice.
Irwin/McGraw-Hill Chapter 18 Postpurchase Processes, Customer Satisfaction, and Customer Commitment.
MKT 450 POST-PURCHASE PROCESSES Lars Perner, Instructor 1 POST PURCHASE PROCESSES.
McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All rights reserved.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Global Edition Chapter Five
Insights into Consumer Decision Making II Professor West.
The Consumer Decision Process. Customer Decisions Decisions customers make in the marketplace as buyers, payers, and users, include: – Whether to purchase.
BABIN / HARRIS CB Consumption to Satisfaction CHAPTER 14 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted.
The Purchase Process For Services Dr. Donna J. Hill Mtg. 410 Fall 2000.
MARKETING STRATEGY O.C. FERRELL MICHAEL D. HARTLINE 5 Managing Customer Relationships.
Chapter 6 Consumer Attitudes Consumer Attitudes.
Customer Perceptions of Quality and Customer Satisfaction
Customer Loyalty and Customer Retention. 2 Outline Definition of Customer Loyalty What Affects Customer Loyalty Relationship programs Customer life cycle.
Consumer Markets and Consumer Buyer Behavior
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Analyzing the Current Situation 2 2 C HAPTER.
Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by.
Consumer Attitude Formation and Change
1 Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole.
UNDERSTANDING PRINCIPLES OF MARKETING
 Consumer Behavior Consumer Behavior  Model of Consumer Behavior Model of Consumer Behavior  Characteristics Affecting Consumer Behavior Characteristics.
© 2007 Prentice Hall Inc. All rights reserved. Attitudes and Job Satisfaction Chapter THREE.
Postpurchase Processes, Customer Satisfaction, and Customer Commitment
Chapter Eight Product, Services, and Brands: Building Customer Value Copyright ©2014 by Pearson Education, Inc. All rights reserved.
McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Introduction: What is Consumer Behavior? MAR 3503 January 10, 2012.
Chapter Five Consumer and Business Buyer Behavior.
5-1 The Customer Gap. 5-2 The Customer Gap What a customer believes should or will happen Subjective assessments of actual service experiences (reality.
Chapter 8 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Product, Services, and Brands: Building Customer.
Global Edition Chapter Eight Product, Services, and Brands: Building Customer Value Copyright ©2014 by Pearson Education.
Copyright © Houghton Mifflin Company. All rights reserved.7 | 1Copyright © Cengage Learning. All rights reserved.1 | 1 Chapter One Understanding Consumer.
Marketing is All Around Us - Ch.1 Marketing is All Around Us.
Principles of Marketing
Consumer Markets and Consumer Buyer Behaviour. Session Outline  What is Consumer Buyer Behaviour  Model of Consumer Behaviour  Characteristics Affecting.
Your Role as a Consumer Chapter 3. Consumption, Income, & Decision Making  Consumer – a person or group that buys or uses goods and services to satisfy.
MKT 450 POST-PURCHASE PROCESSES Lars Perner, Instructor 1 POST PURCHASE PROCESSES.
© 2009 South-Western, a division of Cengage Learning. Chapter 13 Consumption to Satisfaction Babin/Harris.
Marketing 547 Post-Purchase Processes (and Consumer Satisfaction)
Chapter Five Consumer Markets and Consumer Buyer Behavior.
BUSINESS 1 Understanding Marketing Processes and Consumer Behavior.
Principles of Marketing Global Edition
Copyright © Cengage Learning. All rights reserved.11 | 1 Chapter 11 Post-Decision Processes.
Chapter 5- slide 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall I t ’s good and good for you Chapter Five Consumer Markets and.
Chapter 3 Your Role as a Consumer.
Postpurchase Processes, Customer Satisfaction, and Customer Commitment
Introduction to Consumer Behavior and Marketing Strategy
Consumption to Satisfaction CHAPTER 14 BABIN / HARRIS CB PART 5 1
Introduction to Consumer Behavior and Marketing Strategy
Consumer Markets and Consumer Buyer Behavior
Consumer Behavior MKTG 302-PSYC 335 Customer Satisfaction
What is Service Quality
Where it Comes From and Where it is Going.
Consumption, Satisfaction, Divestment
Post-Decision Processes
Consumer Markets and Consumer Buyer Behavior
Consumer Markets and Consumer Buyer Behavior
Consumption, Income, & Decision Making
Consumption, Satisfaction, Divestment
Consumption, Satisfaction, Divestment
Services Consumer Behavior
Presentation transcript:

Post-Decision Processes Chapter 10 Post-Decision Processes

Learning Objectives~ Ch. 10 To understand: Post-decision dissonance & regret Consumer learning from experience Ways consumers judge satisfaction & dissatisfaction with decision Various strategies & levels of complexity for disposal of something

Post-Decision Processes

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

A Model of Learning from Experience

Factors Affecting Learning from Experience Motivation Prior knowledge/ability Ambiguity of information/Lack of opportunity Processing biases Confirmation Overconfidence Strategies Top-dog Underdog

Consumer Judgments Satisfaction Dissatisfaction Dimensions Utilitarian Hedonic Levels of Satisfaction/ Dissatisfaction Monitor Costs

American Consumer Satisfaction Index

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

The Disconfirmation Paradigm

Satisfaction/Dissatisfaction Based on Thoughts Disconfirmation Expectations Performance Objective Subjective Simple confirmation & satisfaction Negative disconfirmation & dissatisfaction

Attribution Theory Causality/blame/explanations Factors Stability Focus Controllability Value-Added

Equity Theory Inputs Versus Outputs Consumer Seller Fairness in Exchange

Satisfaction/Dissatisfaction Based on Feelings Post-decision feelings Coping Misprediction about emotions Affective forecasting (misforcasting)

Responses to Dissatisfaction Take no action Discontinue purchasing Complain or return item Negative WOM Negative e-WOM What was the last negative e-WOM you left for a business and what motivated that?

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

Satisfaction & Consumer Relationships 65% to 85% of customers who defect to competitors say they were “satisfied” or “very satisfied” Customer retention is key—Develop long-term relationships For instance USAA is a leader in customer satisfaction, and in turn, retention

How to Retain Customers Care about your customers—2/3 of customers defect because they feel company does not care about them Have empathy Remember customers between sales—send promo on birthdays, etc. Build trusting relationships—expertise, reliability, concern Monitor service delivery process Be there when needed—Service & repair Provide extra effort—Beyond call of duty What is something special a company did for you lately?

Options for Post-Acquisition Disposition Give Away Trade Recycle Sell Use Up Throw Away Abandon Destroy “…action taken toward possessions.” Temporary or Involuntary Temporary or Permanent

Disposing of Meaningful Objects Think of something meaningful that you disposed of (sold, gave away, recycled, etc.) Physical Detachment Emotional Detachment

Recycling Behavior It is interesting to wonder why some consumers recycle, and others do not This is a context where attitudes & behaviors may misalign Recycling behaviors depend on: Motivation Ability Opportunity

Sidi offers a money-back guarantee if the consumer is not satisfied with the bicycling shoes. A warranty or money-back guarantee can reduce consumers’ feelings of dissonance after a purchase. Sara Ecclesine, Veltec Sports, Inc.

Questions?