1. Post-Decision Processes
Chapter 11
Post-Decision
Processes

2. Learning Objectives Post-decision dissonance and regret.
Consumer learning from experience.
Ways consumers judge satisfaction and dissatisfaction with decision.
Various strategies and levels of complexity for disposal of something.

3. Chapter Overview: Post-Decision Processes (Exhibit 11.1)

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

5. A Model of Learning from Experience (Exhibit 11.3)

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

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

8. The American Consumer Satisfaction Index (Exhibit 11.6)

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

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

11. The Disconfirmation Paradigm (Exhibit 11.7)

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

13. Equity Theory Inputs Versus Outputs Fairness in Exchange Consumer
Seller
Fairness in Exchange

14. Satisfaction/Dissatisfaction Based on Feelings
Post-decision feelings
Coping
Misprediction about emotions
Affective forecasting

15. Responses to Dissatisfaction
Take no action
Discontinue purchasing
Complain or return item
Negative word-of-mouth

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

17. Satisfaction Is Not Enough
65% to 85% of customers who defect to competitors say they were “satisfied” or “very satisfied”
Customer retention is key—Develop long-term relationships

18. Customer Retention Tactics
Care about your customers—2/3 of customers defect because they feel company doesn’t care about them
Remember customers between sales—Contact on birthdays, etc.
Build trusting relationships—expertise, reliability, concern
Monitor service delivery process
Be there when needed—Service and repair
Provide extra effort—Beyond call of duty

19. 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

20. Disposing of Meaningful Objects
Physical Detachment
Emotional Detachment

21. Recycling
Motivation
Ability
Opportunity