1 Copyright © 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. 14 Copyright © 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. 5 Consumption to Satisfaction

2 Copyright © 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. 2 Learning Outcomes Gain an appreciation of the link from consumption to value to satisfaction. Discuss the relative importance of satisfaction and value in consumer behavior. Know that emotions other than satisfaction can affect postconsumption behavior. LO 14-1 LO 14-2 LO 14-3

3 Copyright © 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. 3 Learning Outcomes Use expectancy disconfirmation, equity, and attribution theory approaches to explain consumers’ postconsumption reactions. Understand problems with commonly applied satisfaction measures. Describe some ways that consumers dispose of products. LO 14-5 LO 14-6 LO 14-4

4 Copyright © 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. 4 ▮ Gain an appreciation of the link from consumption to value to satisfaction. LO 14-1

5 Copyright © 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. 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.

6 Copyright © 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. 6 Consumption and Product Classification ▮ Durable goods - Goods consumed over long periods of time A washing machine is an example of a durable good ▮ Nondurable goods - Goods consumed quickly A cup cake is an example of a nondurable good ▮ Consumption frequency

7 Copyright © 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. 7 Situations and Consumer Reactions Temporal Factors Antecedent Conditions Physical Environment

8 Copyright © 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. 8 Meaning Transference ▮ Process through which cultural meaning is transferred to a product and onto the consumer

9 Copyright © 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. LO 14-1

10 Copyright © 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. LO 14-2

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

12 Copyright © 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. 12 Consumer Satisfaction ▮ A postconsumption phenomenon ▮ Results from a cognitive appraisal Satisfaction judgment ▮ A relatively mild emotion that does not create strong behavioral reactions

13 Copyright © 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. 13 Other Postconsumption Reactions ▮ Delight ▮ Disgust ▮ Surprise ▮ Exhilaration ▮ Anger

14 Copyright © 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. 14 Theories of Postconsumption Reactions Expectancy/ Disconfirmation Expectancy/ Disconfirmation Equity Attribution

15 Copyright © 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. 15 Sources of Expectations Advertisements Experience Word-of-mouth Personal Factors

16 Copyright © 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. 16 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

17 Copyright © 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. 17 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

18 Copyright © 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. Whose Fault Is It? Making all the attributions for their less than satisfying experience has apparently worn most of these consumers out.

19 Copyright © 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. 19 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

20 Copyright © 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. 20 Satisfaction/Dissatisfaction Measures Direct, Global Measure Attribute-Specific Disconfirmation

21 Copyright © 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. 21 Consumer Refuse ▮ Any packaging that is no longer necessary for consumption to take place ▮ The actual good that is no longer providing value to the consumer

22 Copyright © 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. 22 Disposing of Refuse Trashing Recycling Converting Trading Donating Reselling