1. Post-Decision Processes
Chapter 10
Post-Decision Processes

2. Learning Objectives~ Ch. 10
To understand:
Post-decision dissonance & regret
Consumer learning from experience
Ways consumers judge satisfaction & dissatisfaction with decision
Various strategies & levels of complexity for disposal of something

3. Post-Decision Processes

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

5. A Model of Learning from Experience

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. American Consumer
Satisfaction Index

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

10. The Disconfirmation Paradigm

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

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

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

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

15. Responses to Dissatisfaction
Take no action
Discontinue purchasing
Complain or return item
Negative WOM
Negative e-WOM
What was the last negative e-WOM you left for a business and what motivated that?

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

17. Satisfaction & Consumer Relationships
65% to 85% of customers who defect to competitors say they were “satisfied” or “very satisfied”
Customer retention is key—Develop long-term relationships
For instance USAA is a leader in customer satisfaction, and in turn, retention

18. How to Retain Customers
Care about your customers—2/3 of customers defect because they feel company does not care about them
Have empathy
Remember customers between sales—send promo on birthdays, etc.
Build trusting relationships—expertise, reliability, concern
Monitor service delivery process
Be there when needed—Service & repair
Provide extra effort—Beyond call of duty
What is something special a company did for you lately?

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
Think of something meaningful that you disposed of (sold, gave away, recycled, etc.)
Physical Detachment
Emotional Detachment

21. Recycling Behavior
It is interesting to wonder why some consumers recycle, and others do not
This is a context where attitudes & behaviors may misalign
Recycling behaviors depend on:
Motivation
Ability
Opportunity

23. Sidi offers a money-back guarantee if the consumer is not satisfied with the bicycling shoes. A warranty or money-back guarantee can reduce consumers’ feelings of dissonance after a purchase.
Sara Ecclesine, Veltec Sports, Inc.

24. Questions?