1. Consumption to Satisfaction CHAPTER 14 BABIN / HARRIS CB PART 5 1
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2. Learning Outcomes LO1 LO2 LO3 LO4 LO5 LO6
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.
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.
LO1
LO2
LO3
LO4
LO5
LO6

3. LO1
Gain an appreciation of the link from consumption to value to satisfaction. 3

4. Exhibit 14.1 Basic Consumption Process
LO1
Consumption
The process that converts time and goods, services, or ideas into value.

5. Consumption and Product Classification
LO1
Consumption frequency–the number of times a product or service is consumed in a given time period.
Durable goods -
Consumed over long periods of time
Nondurable Goods -
Consumed quickly

6. Situations and Consumer Reactions
LO1
Temporal factors
Antecedent conditions
Physical environment

7. Meaning Transference
LO1
Process through which cultural meaning is transferred to a product and onto the consumer.

8. Symbolism of the Diamond
LO1
Symbol of love and commitment
Product symbolism is important
Diamond rings create excitement
Even with the recent
economic downturn,
people still got
engaged and
married.
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9. Exhibit 14.3: Consumption, Value, and Satisfaction
LO1

10. LO2
Discuss the relative importance of satisfaction and value in consumer behavior. 10

11. Exhibit 14.4 ACSI Scores for U.S. Retailers
LO2
Source: online content retrieved at American Consumer Satisfaction Index website, accessed August 12, 2010.
ASCI stands for American Consumer Satisfaction Index.

12. Satisfaction and Dissatisfaction
LO2
Dissatisfaction
A mild, negative affective reaction resulting from an unfavorable appraisal of a consumption outcome.
Satisfaction
A mild, positive emotional state resulting from a favorable appraisal of a consumption outcome.

13. Consumer Satisfaction
LO2
A postconsumption phenomenon
Results from a cognitive appraisal
Also referred to as satisfaction judgment
A relatively mild emotion that does not create strong behavioral reactions

14. LO3
Know that emotions other than satisfaction can affect postconsumption behavior. 14

15. Other Postconsumption Reactions
LO3
Delight
Disgust
Surprise
Exhilaration
Anger
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16. LO4
Use expectancy disconfirmation, equity, and attribution theory approaches to explain consumers’ postconsumption reactions. 16

17. Theories of Postconsumption Reactions
LO4
Expectancy/
disconfirmation theory
Equity theory
Attribution theory
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18. Exhibit 14.5 Basic Disconfirmation Process
LO4

19. Expectations LO4 Consumer expectations have two components:
(1) The probability that something will occur and
(2) an evaluation of that potential occurrence.
There are four types of expectations:
Predictive
Normative
Ideal
Equitable

20. Sources of Expectations
LO4
Experience
Personal factors
Word-of-mouth
Advertisements

21. Equity Theory
LO4
Proposes that consumers cognitively compare their own level of inputs and outcomes to those of another party in an exchange.
If:
outcomesA/inputsA ≈ outcomesB/inputsB
then satisfaction will be positively affected.

22. Consumer Satisfaction
LO4
Fairness perceptions affect satisfaction.
Inequitable treatment - service providers should be aware of how customers are treated in public so that all consumers perceive they are being treated fairly.
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.

23. Attribution Theory
LO4
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.

24. Cognitive Dissonance LO4
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.

25. Understand problems with commonly applied satisfaction measures.
LO5
Understand problems with commonly applied satisfaction measures. 25

26. Satisfaction/Dissatisfaction Measures
LO5
Direct, global measure
Attribute- specific
Disconfirmation

27. Describe some ways that consumers dispose of products.
LO6
Describe some ways that consumers dispose of products. 27

28. Consumer Refuse
LO6
Any packaging that is no longer necessary for consumption to take place or, in some cases, the actual good that is no longer providing value to the consumer.

29. Disposing of Refuse LO6 Trashing Recycling Converting Trading Donating
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Recycling
Trading
Reselling
Trashing
Converting
Donating