5 STEPS IN CONSUMER POST-CHOICE EXPERIENCE

Decision Confirmation

Consumption

Experience Evaluation

Satisfaction/ Dissatisfaction

Future Response

CONSUMER PSYCHOLOGY OF SATISFACTION

Satisfaction is based on product/ service performance and

consumer expectation

5 FACES OF SATISFACTION1. Dissatisfaction: “what a waste of money”

2. Mere Satisfaction: “it’ll do for now”

3. Satisfaction as Contentment: “ it’s alright”

4. Satisfaction as Enthusiasm: “Can’t wait to use it”

5. Satisfaction as Delight: “ It’s the best experience ever”

FACTORS IN CONSUMER COMPLAINING

• Dissatisfaction intensity: How much it hurts?

• Attribution: Who is to blame?

• Personality: Do you have the guts?

CONSUMER PSYCHOLOGY IN THE DISPOSAL OF

GOODS

Recycling depends on:

• Motivation

• Ability or Opportunity

HOW INVOLVEMENT AFFECTS CONSUMERS’ POST-CHOICE

EXPERIENCE

Consumer notice Low-involvement products if the performance is superior or inferior

Consumers continue to pay attention to High-involvement products for reassurance

8 SHOPPER MOTIVES• Browsing: no intent to purchase

• Bargain Hunting: no imminent need

• Socialization: social interaction

• Seeking Status: sense of social status

• Market Learning: acquire information

• Recreation: sensory experiences

• Self-Gratification: rewarding oneself

• Acquisition: buy something

4 SHOPPING ORIENTATIONS

• Product Quality Shopper: Name brand

• Economic Shopper: best price

• Convenience Shopper: convenient

• Experience Shopper: Personalized attention

3 FACTORS THAT INDUCE BROWSING AND UNPLANNED

BUYING

• Consumer Factors: familiarity and mood

• Situational Factors: time pressure and shopping companion

• Store Factors: special store promotion and atmospherics

CONSUMER IMPULSIVITY AND 3 PROPERTIES OF IMPULSE

BUYING

Consumer Impulsivity: spontaneous consumption due to exposure

Characteristics of Impulsive Consumers:

• It is unreflective

• It occurs in proximity

• It is emotion-driven

STORE CHOICE PROCESSES FOR FOOD AND NON-FOOD

PRODUCTSFactors for food shopping and Non-food products are:

• Location/ Convenience

• Merchandise Quality

• Assortment

• Price

• Customer Service

• Wayfinding (store layout and signage)

• Atmospherics

FACTORS IN STORE LOYALTY

“WHAT” factors

Merchandise Quality

Assortment

Price Store brand

“HOW” factors

Ease of Merchandise Selection

In-store Information and Assistance

Convenience

Problem Resolution

Personalization

Atmospherics

FACTORS IN CHOOSING STORE BRAND

“WHO” factors

Lower socio-economic status

Larger families/ Families with children

Price sensitive/ Comparison shoppers

“WHY” factors

Motivation to save money

Better value for money

Quality gap not significant

POP-UP EXHIBITION, & PLAY STORES: HEDONIC AND SOCIAL

ROLES OF FANTASY MARKETSPACES

• Milking Consumers’ Impulsivity

• Crafting Store Atmospherics

• Winning Customer Loyalty