1. CHAPTER EIGHTEEN Postpurchase Processes, Customer Satisfaction, and Customer Commitment McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

2. 2 CHAPTER 18 Postpurchase Consumer Behavior

3. 3 CHAPTER 18 Class Discussion Based on those characteristics that contribute to postpurchase dissonance, discuss several product purchases that are most likely to results in dissonance and several that will not create this effect.

4. 4 CHAPTER 18 Postpurchase Dissonance Postpurchase Dissonance: a consumer reaction after making a difficult decision that involves doubt and anxiety Probability of experiencing dissonance increases based on: Degree of commitment or irrevocability Importance of the decision Difficulty in choosing Individual’s tendency to experience anxiety

5. 5 CHAPTER 18 Postpurchase Dissonance Approaches to reduce dissonance: Increase the desirability of the brand purchased Decrease the desirability of rejected brand Decrease the importance of the purchase Reverse the purchase decision (return before use)

6. 6 CHAPTER 18 Consumer Insight 18-1 What ethical issues, if any, are there with state lotteries encouraging counterfactual and prefactual thinking about winning the lottery? Why is counterfactual thinking so common among consumers (it is common)?

7. 7 CHAPTER 18 Disposition Alternatives

8. 8 CHAPTER 18 Expectations, Performance, and Satisfaction

9. 9 CHAPTER 18 Dissatisfaction Response

10. 10 CHAPTER 18 Creating Committed Customers

11. 11 CHAPTER 18 Sources of Increased Customer Profitability over Time

12. 12 CHAPTER 18 Consumer Insight 18-2 What ethical issues, if any, do you see from collecting and using individual data this way? What risks, if any, do you see from this approach to providing service?

13. 13 CHAPTER 18 Customer Satisfaction Outcomes