Flashcards in Chapter 18: Part 1 Deck (19)
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1
Postpurchase dissonance
consumer reaction after making a difficult, relatively permanent decision, doubt or anxiety occurs
2
The probability and magnitude of such dissonance are a function of:
- Degree of commitment or irrevocability of the decision
- Importance of the decision to the customer
- Difficulty of choosing among the alternatives
- Individual’s tendency to experience anxiety
3
Consumers may use one or more of the following approaches after the purchase to alter the decision or reduce the dissonance:
- Increase the desirability of the brand purchased
- Decrease the desirability of rejected alternatives
- Decrease importance of purchase decision
- Reverse the purchase decision (return product before use)
4
Consumption guilt
when negative emotions or guilt feelings are aroused by the use of a product or a service
5
Particular alternative such as product/brand/retail outlet is chosen because
it was thought to be a better choice
6
When brand is in consumer’s inept set, three things can drive choice:
1. Available alternatives do not exist, 2. Emergency situation, 3. Family decisions
7
Nature of problem and percentage listing each as a reason why they switched providers:
Core service failure (44%), Service encounter failures (34%), Pricing (30%), Inconvenience (21%), Responses to service failure (17%), Attraction by competitors (10%), Ethical problems (7%), Involuntary switching (6%)
8
Instrumental performance
the physical functioning of the product
9
Symbolic performance
aesthetic or image-enhancement performance
10
Affective performance
emotional response that owning or using a product or outlet provides
11
Options available to dissatisfied consumers:
Take action (complain, stop buying from brand or store, etc.), Take no action (less favorable)
12
Marketers should strive to minimize
dissatisfaction and effectively resolve dissatisfaction when it occurs
13
Firms need to satisfy consumer expectations by:
1. Creating reasonable expectations through promotional efforts
2. Maintaining consistent quality so that reasonable expectations are fulfilled
14
Acting on complaints in a timely & effective manner is
key to consumer satisfaction
15
Retaining consumers by encouraging and responding effectively to complaints is more
economical than attracting new customers through advertising or other promotional activities
16
Objective is to produce
committed or brand-loyal customers
17
Repeat purchasers
continue to buy same brand even though they have no emotional attachment to it
18
Switching costs
cost of finding, evaluating and adopting another solution
19
