chapter 14 consumption to satisfaction
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Chapter 14 Consumption to Satisfaction. Learning Outcomes. Gain an appreciation of the link from consumption to value to satisfaction Discuss the relative importance of satisfaction and value in consumer behavior Know that emotions other than satisfaction can affect postconsumption behavior. - PowerPoint PPT PresentationTRANSCRIPT
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 14Consumption to Satisfaction
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Outcomes
• Gain an appreciation of the link from consumption to value to satisfaction
• Discuss the relative importance of satisfaction and value in consumer behavior
• Know that emotions other than satisfaction can affect postconsumption behavior
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Outcomes
• Use expectancy disconfirmation, equity, and attribution theory approaches to explain consumers’ postconsumption reactions
• Understand problems with commonly applied satisfaction measures
• Describe some ways that consumers dispose of products
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Consumption and Product Classification
• Durable goods - Goods that are consumed over long periods of time
• Nondurable goods - Goods consumed quickly• Consumption frequency - Number of times a
product or service is consumed in a given time period
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Situations and Consumer Reactions
Temporal factors
Antecedent conditions
Physical environment
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Meaning Transference
• Process through which cultural meaning is transferred to a product and onto the consumer
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Consumer Satisfaction and Dissatisfaction
• Consumer satisfaction - Mild, positive emotional state resulting from a favorable appraisal of a consumption outcome
• Consumer dissatisfaction - Mild, negative affective reaction resulting from an unfavorable appraisal of a consumption outcome
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Theories of Consumer Satisfaction
• Expectancy/disconfirmation theory • Equity theory• Attribution theory
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Expectations
Predictive
Normative
Ideal
Equitable
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Attribution Theory and Consumer Satisfaction
• Three key elements to the attribution theory– Locus - Judgments of who is responsible for an
event– Control - The extent to which an outcome was
controllable or not– Stability - The likelihood that an event will occur
again
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Cognitive Dissonance
• Lingering doubts about a decision that has already been made
• Conditions– Consumer is aware that there are many attractive
alternatives– Decision is difficult to reverse– Decision is important and involves risk– Consumer has low self-confidence
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Satisfaction/Dissatisfaction Measures
Direct, Global Measure
Attribute-Specific
Disconfirmation
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Disposal Decisions
• Consumer refuse - Packaging that is no longer necessary for consumption to take place or the actual good that is no longer providing value to the consumer
• Disposal alternatives available– Trashing– Recycling– Converting
– Trading– Donating– Reselling