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Consumer Behavior
Roger D. Blackwell
Paul W. Miniard
James F. Engel
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CHAPTER 6
Post-Purchase Processes:
Consumption and PostConsumption Evaluations
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Consumption Behavior
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Consumption
Consumers’ usage of the acquired
product
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Consumption Behavior
Knowing how many and which
consumers fall into the user and
nonuser categories
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Consumption Behavior
Knowing how many and which
consumers fall into the user and
nonuser categories
Size of user market is one indicator
of market attractiveness
Size of nonuser group speaks to
future growth opportunities
Characterized along many
dimensions
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Consumption Behavior
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Consumption Behavior
When Does Consumption Occur?
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Consumption Behavior
When Does Consumption Occur?
How much time passes between
purchase and consumption?
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Consumption Behavior
When Does Consumption Occur?
How much time passes between
purchase and consumption?
What time of day is product
used?
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Consumption Behavior
When does Consumption Occur?
How much time passes between
purchase and consumption?
What time of day is product
used?
When in the year or during which
season is product consumed?
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An Attempt to Expand Consumption
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Consumption Behavior
Where Does Consumption Occur?
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Consumption Behavior
Where Does Consumption Occur?
The situation in which consumption
occurs can affect product choice—
e.g., beers sales for in-home versus
on-premise consumption
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Consumption Behavior
How Is the Product Consumed?
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Consumption Behavior
How Is the Product Consumed?
How is the product prepared?
Is it consumed alone or with other
products?
Is it used as intended or have
consumers invented a new use?
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Consumption Behavior
How Much Is Consumed?
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Would Consumers Pour the Same
Amount into Each Glass?
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Consumption Behavior
How Much Is Consumed?
Consumers may be similar in what
they consume, but different in how
much they consume
Usage volume segmentation:
dividing consumers into segments
based on amount of consumption
(heavy, moderate, and light users)
Firms can encourage consumption
or change amount consumed
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Consumption Behavior
Basic Strategies for Increasing the
Amount of Consumption
Enhance the frequency of
consumption
Enhance the amount consumed
per consumption occasion
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Consumption Behavior
Encouraging more frequent
consumption
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Consumption Behavior
The Influence of Package Size
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Consumption Experiences
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Consumption Experiences
How Does It Feel?
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Consumption Experiences
How Does It Feel?
Positive or negative things you
feel when using a product
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Consumption Experiences
How Does It Feel?
Positive or negative things you
feel when using a product
Firms can position products
based on:
- Positive feelings resulting from
consumption
- Elimination of negative feelings
resulting from consumption
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Consumption Experiences
How Rewarding or Punishing Was
the Experience?
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Consumption Experiences
How Rewarding or Punishing Was
the Experience?
Positive reinforcement: when
consumer receives positive
outcome from product usage
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Purchase
Need
Product
Purchase
Product
Consumption
Receiving
Positive
Outcomes
Positive Reinforcement
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Consumption Experiences
How Rewarding or Punishing Was
the Experience?
Positive reinforcement: when
consumer receives positive
outcome from product usage
Negative reinforcement: when
consumption helps person avoid
negative outcome
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Purchase
Need
Product
Purchase
Product
Consumption
Receiving
Positive
Outcomes
Positive Reinforcement
Purchase
Need
Product
Purchase
Product
Consumption
Avoiding
Negative
Outcomes
Negative Reinforcement
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Consumption Experiences
How Rewarding or Punishing Was
the Experience?
Positive reinforcement: when
consumer receives positive
outcome from product usage
Negative reinforcement: when
consumption helps person avoid
negative outcome
Punishment: when consumption
leads to negative outcome
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Purchase
Need
Product
Purchase
Product
Consumption
Receiving
Positive
Outcomes
Positive Reinforcement
Purchase
Need
Product
Purchase
Product
Consumption
Avoiding
Negative
Outcomes
Negative Reinforcement
Purchase
Need
Product
Purchase
Product
Consumption
Receiving
Negative
Outcomes
Punishment
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Consumption Experiences
Did It Confirm or Disconfirm
Expectations?
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Consumption Experiences
Did It Confirm or Disconfirm
Expectations?
Consumption can meet, exceed,
or fall short of expectations
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How Well Different Brands Are
Meeting Consumers’ Expectations
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Shaping Interpretation of the
Consumption Experience
Beyond the consumption
experience, consumers’
interpretation can be affected by
their expectations of the experience
and their mood at the time of
consumption
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Consumption Norms and Rituals
Consumption norms: informal rules
that govern our consumption
behavior
Consumption rituals: a type of
expressive, symbolic activity
constructed of multiple behaviors
that occur in a fixed, episodic
sequence, and that tend to be
repeated over time
Holiday rituals (gift giving, parties)
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Consumption Norms and Rituals
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Compulsive Consumption
A response to an uncontrollable drive or
desire to obtain, use, or experience a
feeling, substance, or activity that leads
an individual to repetitively engage in a
behavior that will ultimately cause harm
to the individual and possibly others
Gambling
Addiction (shopping, alcohol, food)
Internet (web dependency)
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Understanding Consumption
Ethnography involves describing and
understanding consumer behavior by
interviewing and observing consumers in
real-world situations
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Post-Consumption Evaluations
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Post-Consumption Evaluations
Evaluations also occur following
consumption
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Post-Consumption Evaluations
Evaluations also occur following
consumption
Consumers experience satisfaction
or dissatisfaction
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Satisfaction Scores by Company
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Importance of Satisfaction
It Influences Repeat Buying
Positive post-consumption
evaluations are essential for
retaining customers
The likelihood that customers
will remain loyal depends on
their level of satisfaction
However, customer satisfaction
does not guarantee loyalty
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Importance of Satisfaction
It Shapes Word-of-Mouth and
Word-of-Mouse Communication
Consumers often communicate
with others about their
consumption experiences
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Negative Word-of-Mouth
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Word-of-Mouse
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Importance of Satisfaction
Dissatisfaction Can Lead to
Complaints and Lawsuits
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Consumer Complaints
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Importance of Satisfaction
Satisfaction Affects Consumers’
Price Sensitivity
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Customer Satisfaction-Price
Sensitivity Relationship
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Importance of Satisfaction
Implications for Customer
Recruitment
Monitor satisfaction levels of
competitors’ customers
Formulate strategies to attract
dissatisfied customers of
competitors
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Importance of Satisfaction
It Ultimately Affects Shareholder
Value
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What Determines Satisfaction?
Product performance
Consumption feelings
Expectations
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Expectancy Disconfirmation Model
Satisfaction depends on a
comparison of pre-purchase
expectations to actual outcomes
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Expectancy Disconfirmation Model
Negative disconfirmation: when
product delivers less than expected
Positive disconfirmation: when
product delivers more than expected
Confirmation: product matches
expectations
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Negative Disconfirmation Can
Cause:
Regret: when consumers believe that an
alternative course of action other than
the once chosen would have produced
a better outcome
Rage: when consumers are extremely
upset
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Biggest Threats to Consumers’
Satisfaction
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What Increases Consumers’
Satisfaction
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