1. Consumption, Satisfaction, Divestment

2. Consumption
The act of purchase is normally followed by consumption or use. Evaluation continues into the act of consumption by a satisfaction/dissatisfaction response. The probability of repurchase is determined at this point

3. Options for consumption
Usage at the earliest convenient opportunity
Short-term storage in anticipation of a later usage opportunity
Long-term storage with no specific or anticipated use in mind
Abort consumption process

4. Buyer’s Regret Post decision doubt (dissonance)
A certain threshold of dissonance-motivated tension is surpassed
The action is irrevocable
There are other unchosen alternatives with qualitatively dissimilar but desirable attributes
The choice is made entirely by free will, without any compulsion

5. Consumption Research Profit Motivated Consumption Research
Post-Modern Consumption Research

6. Profit Motivated Consumption Research
To find ways to attract new customers and trigger a buying response

7. Post-Modern Consumption Research
Sacred Consumption
Profane Consumption
Compulsive consumption

8. Post-Consumption Evaluation
The Customer Satisfaction/Dissatisfaction response
Implications – inducting new customers, customer retention, competitive role in product/service quality

9. Satisfaction
A post-consumption evaluation that a chosen alternative at least meets or exceeds expectations

10. Categories of consumer expectations
Equitable performance – normative judgement of consumer of product performance given the costs and efforts taken to purchase and use
Ideal performance – the optimum or hoped for performance level
Expected performance – what the performance probably will be

11. Expectancy Disconfirmation Model -Richard Oliver
The CS/D response takes one of 3 forms
Positive Disconfirmation – Performance is better than expected
Simple Confirmation – as per expectations
Negative Disconfirmation – worse than expectations

12. Divestment
Outright disposal
Recycling
Remarketing