Week 11 + Ch 10

Question 1

Disconfirmation model theory

Answer 1

How satisfied you are depends on the difference between expected quality vs perceived quality

Question 2

Positive/Negative confirmation meaning

Answer 2

Positive - expected worse, perceived better quality
Negative - expected better quality, perceived worse quality

Question 3

What determines satisfaction throughout time

Answer 3

The peak and ending of the event’

Question 4

Highly competetive zone in terms of loyalty

Answer 4

when very high satisfaction doesn’t cause in high loyalty [many substitutes, low cost of switching]

Question 5

Non-competetive zone in terms of loyalty

Answer 5

When very high dissatisfaction doesn’t cause low loyalty [monopolies, high cost of switching, powerful loyalty programs]

Question 6

Top dog vs Underdog

Answer 6

Top dog - market leader or brand with a large or the largest
market share.

Underdog - lower-share brand that is perceived to be doing
well despite the odds against it.

Question 7

Disconfirmation meaning

Answer 7

Expectations not mach reality

Question 8

Attribution theory questions:

Answer 8

1. Locus (event cause by “self/consumer” or “other”
2. Controllability (event controllable or not)
3. Stability (event temporary or more permanent)

Question 9

Equity theory

Answer 9

The extent to which the balance of exchanges between consumers and companies and among consumers is perceived to be fair.

Question 10

Physical/Emotional detachment

Answer 10

Physically or emotionally disposing an item