©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. Consumption to Satisfaction 1

©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. the link from consumption to value to satisfaction. 3

3 ©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. Basic Consumption Process Consumption The process that converts time and goods, services, or ideas into value. Consumption The process that converts time and goods, services, or ideas into value.

4 ©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. Satisfaction and Dissatisfaction Satisfaction A mild to extreme, positive emotional state resulting from a favorable appraisal of a consumption outcome. Satisfaction A mild to extreme, positive emotional state resulting from a favorable appraisal of a consumption outcome. Dissatisfaction A mild to extreme negative affective reaction resulting from an unfavorable appraisal of a consumption outcome. Dissatisfaction A mild to extreme negative affective reaction resulting from an unfavorable appraisal of a consumption outcome.

5 ©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. ACSI Scores for U.S. Retailers ASCI stands for American Consumer Satisfaction Index. Source: online content retrieved at American Consumer Satisfaction Index website, accessed August 12,

6 ©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 Satisfaction A postconsumption phenomenon Results from a cognitive appraisal –Also referred to as satisfaction judgment

7 ©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. Other Postconsumption Reactions Delight Disgust Surprise Exhilaration Anger ©RADIUS IMAGES/JUPITERIMAGES ©PHOTOS.COM/JUPITERIMAGES

8 ©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. Theories of Postconsumption Reactions Expectancy/ disconfirmation theory Equity theory Attribution theory

9 ©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. Basic Disconfirmation Process

10 ©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. Sources of Expectations Experience Personal factors Word-of-mouth Advertisements

11 ©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. Equity Theory Proposes that consumers cognitively compare their own level of inputs and outcomes to those of another party in an exchange. If: outcomes A /inputs A ≈ outcomes B /inputs B then satisfaction will be positively affected.

12 ©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 Satisfaction Fairness perceptions affect satisfaction. Inequitable consumers - consumers may be satisfied because the equity balance favors them, but their actions can cause other consumers to perceive they aren’t being treated fairly. Inequitable treatment - service providers should be aware of how customers are treated in public so that all consumers perceive they are being treated fairly.

13 ©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. Attribution Theory Focuses on explaining why a certain event has occurred. Elements: –Locus – judgments of who is responsible for an event. –Control – the extent to which an outcome was controllable or not. –Stability – the likelihood that an event will occur again.

14 ©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. Cognitive Dissonance Lingering doubts about a decision that has already been made. Sometimes known as buyer’s regret. Conditions: –Consumer is aware that there are many attractive alternatives. –Decision is difficult to reverse. –Decision is important and involves risk. –Consumer has low self-confidence.