Chapter 10
Post-Decision Processes
Learning Objectives~ Ch. 10
To understand:
1. Post-decision dissonance & regret
2. Consumer learning from experience
3. Ways consumers judge satisfaction &
dissatisfaction with decision
4. Various strategies & levels of complexity for
disposal of something
Post-Decision Processes
Post-Decision Dissonance
& Regret
Loss of confidence in decision of
– Acquisition
– Consumption
– Disposition
Dissonance—Anxiety when MAO high & more than
one alternative is attractive
Regret
– Unfavorable comparison
– Consumer anticipation
A Model of Learning from
Experience
Factors Affecting
Learning from Experience
Motivation
Prior knowledge/ability
Ambiguity of information/Lack of opportunity
Processing biases
– Confirmation
– Overconfidence
– Strategies
• Top-dog
• Underdog
Consumer Judgments
Satisfaction
Dissatisfaction
Dimensions
– Utilitarian
– Hedonic
Levels of Satisfaction/ Dissatisfaction
– Monitor
– Costs
American Consumer
Satisfaction Index
Disconfirmation Paradigm
Satisfaction Based on Expectations
Negative
Simple
Positive
(-)
(-/+)
(+)
Other Influences on Satisfaction
• Independent
• Post-Decision Feelings
The Disconfirmation Paradigm
Satisfaction/Dissatisfaction
Based on Thoughts
Disconfirmation
Expectations
Performance
– Objective
– Subjective
Simple confirmation & satisfaction
Negative disconfirmation & dissatisfaction
Attribution Theory
Causality/blame/explanations
Factors
– Stability
– Focus
– Controllability
Value-Added
Equity Theory
Inputs Versus Outputs
– Consumer
– Seller
Fairness in Exchange
Satisfaction/Dissatisfaction
Based on Feelings
Post-decision feelings
Coping
Misprediction about emotions
– Affective forecasting (misforcasting)
Responses to Dissatisfaction
Take no action
Discontinue purchasing
Complain or return item
Negative WOM
Negative e-WOM
What was the last negative eWOM you left for a business
and what motivated that?
Complainers
Tendencies
– Younger
– Higher Income
– Less Brand Loyal
– Cultural Differences
Types
– Passives
– Voicers
– Irates
– Activists
Satisfaction & Consumer
Relationships
65% to 85% of customers who defect to
competitors say they were “satisfied”
or “very satisfied”
Customer retention is key—Develop longterm relationships
For instance USAA is a leader in customer
satisfaction, and in turn, retention
How to Retain Customers
Care about your customers—2/3 of customers defect
because they feel company does not care about them
Have empathy
Remember customers between sales—send promo on
birthdays, etc.
Build trusting relationships—expertise, reliability, concern
Monitor service delivery process
Be there when needed—Service & repair
Provide extra effort—Beyond call of duty
What is something special a company did for you
lately?
Options for
Post-Acquisition Disposition
Give Away
Trade
Recycle
Sell
Use Up
Throw Away
Abandon
Destroy
“…action taken toward possessions.”
Temporary or Involuntary
Temporary or Permanent
Disposing of
Meaningful Objects
Think of something meaningful that you disposed of
(sold, gave away, recycled, etc.)
Physical Detachment
Emotional Detachment
Recycling Behavior
It is interesting to wonder why some
consumers recycle, and others do not
This is a context where attitudes &
behaviors may misalign
Recycling behaviors depend on:
Motivation
Ability
Opportunity
Sidi offers a money-back
guarantee if the consumer is
not satisfied with the
bicycling shoes. A warranty
or money-back guarantee
can reduce consumers’
feelings of dissonance after
a purchase.
Sara Ecclesine, Veltec Sports, Inc.
Questions?