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Chapter 10

Post-Decision Processes

Learning Objectives

1. Distinguish between the dissonance and the regret that consumers may experience after acquisition, consumption, or disposition

2. Explain how consumers can learn from experience and why marketers need to understand this post- decision process

3. Discuss what happens when consumers experience satisfaction or dissatisfaction with their decisions about acquisition, consumption, or disposition

Learning Objectives (continued)

4. Outline the ways in which consumers may respond to dissatisfaction, and highlight the importance to marketers

5. Discuss whether customer satisfaction alone is enough to maintain customer loyalty

6. Describe how consumers may dispose of something, why this process is more complex for meaningful objects, and what influences consumer recycling behavior

Post-Decision Dissonance and Regret

• Feeling of discomfort about whether or not the correct decision was made

Post-decision dissonance

• Negative feeling that one should have made another purchase, consumption, or disposition decision than one actually did

Post-decision regret

Factors Affecting Learning from Experience

Motivation

Prior knowledge or ability

Ambiguity of information or lack of opportunity

Processing biases

Marketing Implication of Processing Bias

Top dog strategies Underdog strategies Market leader or brand with a large market share

Lower-share brand

Limitation on learning new information during low motivation is beneficial

Instigating learning through comparison during low motivation

Blocking exposure to evidence to avoid consumers from getting new information

Creating expectations and using promotion to provide actual experience for consumers

Explaining experience by reinforcing the messages and encouraging consumers to try the brand

Consumer Judgments

Consumers evaluate the outcomes after making acquisition, consumption, or disposition decisions – Satisfaction: Decision meets or exceeds

one’s expectations – Dissatisfaction: Decision falls short of one’s

expectations Utilitarian and hedonic – Dimensions on which consumers are satisfied

or dissatisfied

Thought-Based Judgments of Satisfaction or Dissatisfaction

Can relate to: – Whether consumers' beliefs and expectations

about the offering are confirmed or disconfirmed by its actual performance

– Thoughts about: • Causality and blame • Fairness and equity

Attribution Theory

Describes how individuals find explanations for events Based on stability, focus, and controllability Ways to increase consumers' positive post- decision feelings – Providing value-added services – Using promotions and special deals

Equity Theory

Concerns about the fairness of exchanges between individuals Helps in understanding consumer satisfaction and dissatisfaction Perception of inputs and outputs are exchanged between consumers and sellers – Fairness in exchange: Perception that the inputs

and outputs of people involved in an exchange are equal

Satisfaction or Dissatisfaction Based on Feelings

Post-decision emotions: Emotions experienced while using or disposing of the acquired brands, products, or services Dissatisfied consumers need to cope with feelings of stress Affective forecasting - Consumers tend to be more dissatisfied when a product: – Fails to perform as they thought it would – Makes them feel worse than they forecasted it

would

Responses to Dissatisfaction

Complaining Responding to service recovery Engaging in negative word-of-mouth communication

Steps to Retain Customers

Caring about customers Remembering customers between sales Building trusting relationships Monitoring service-delivery process Providing extra effort

Disposing of Meaningful Objects

• Physical disposal of an item

Physical detachment

• Emotional disposal of a possession

Emotional detachment

Recycling Behavior

Depends on: – Motivation – Ability – Opportunity

Chapter 10
Learning Objectives
Learning Objectives (continued)
� Post-Decision Dissonance and Regret
Factors Affecting �Learning from Experience
Marketing Implication of Processing Bias
Consumer Judgments
Thought-Based Judgments of Satisfaction or Dissatisfaction
Attribution Theory
Equity Theory
Satisfaction or Dissatisfaction �Based on Feelings
Responses to Dissatisfaction
Steps to Retain Customers
Disposing of Meaningful Objects
Recycling Behavior