Chapter 10

Question 1

Post decision dissonance

Answer 1

Is a feeling of discomfort about whether or not the correct decision was made. Post-decision dissonance can influence consumer behavior because consumers would like to reduce the discomfort, especially when motivation, ability and opportunity (MAO) are high

Question 2

MAO

Answer 2

Motivation ability and opportunity

Question 3

Post-decision regret

Answer 3

Occurs when consumers perceive an unfavorable comparison between the performance of the chosen option and the performance of the options not chosen

Consumers may experience immediate and later regret, and this regret may be transitory or more permenent.

Question 4

(learning from consumer experience)
hypothesis testing

Answer 4

consumers can learn from experience by engaging in a process of hypothesis testing,
Much the way scientists test hypotheses.

Question 5

Hypothesis

Answer 5

A belief or expectation about some future event or state.

Question 6

Consumers go through four stages in testing hypotheses for learning

Answer 6

Hypothesis generation (forming expectations about the brand, product or service)

Exposure to evidence (actually experiencing the brand, product or sevice)

Encoding of evidence (processing the information that one experiences)

Integration of evidence and prior beliefs (combining new information with stored knowledge)

Question 7

Four factors affect consumers learning from experience

Answer 7

motivation

Prior knowledge or ability

Ambiguity of the information environment or lack of opportunity

Processing biases

Question 8

Ambiguity of information

Answer 8

When not enough information exists from the consumption experience to confirm or disporve ones hypotheses. Ambiguous consumption information reduces consumers ability to learn from experiences

Question 9

How do consumers make satisfaction or dissatisfaciton judgements

Answer 9

After consumers have made acquisition, consupmtion or disposition decisions, they can evaluate the outcomes of their decisioons. If their expectations are disconfirmed (needs are not met) consumers experience dissatisfaction

Question 10

Feelings of satisfaction and dissatisfaction can concern offerings that consumers are able to evaluate on

Answer 10

Utilitarian dimensions (how well the product or service functions)

Hedonic dimensions (how does the product make someone feel)

Question 11

Expectation discofirmation

Answer 11

Occurs when there is a discrepancy, positive or negative, between our prior expectations and the products actual performance. In this case expectations are desired or anticipated products/service outcomes and include “pre-consumption beliefs about overall performance, or the levels or attributes possessed by a product (service)

Question 12

Performance

Answer 12

Indicates whether or not the expected outcomes have been achieved. Performance can either be objective, based on the actual performance, which is fairly constant across consumers - or subjective - based on individual feelings, which can vary across consumers

Question 13

Attribution theory (how do consumers make satisfaction or dissatisfaciton judgements)

Answer 13

Describes how individuals thing about explanations for or cause of effects or behavior. I

Question 14

When a product or sevice does not fulfil consumers needs, they will attempt to find an explanation based on three factors

Answer 14

Locus: is the problem consumer or marketer related

Controllability: is the event under the consumers or marketers control

Stability: is the cause of the event temporary or permanent

Question 15

Equity theory

Answer 15

Equity theory is based in the idea that individuals are motivated by fairness, and if they identify inequities in the input or output ratios of themselves and their referent group, they will seek to adjust their input to reach their perceived equity

Question 16

Post-decision emotions

Answer 16

Are positive or negative emotions experienced while using or disposing of the acquired brands, products, or services

Question 17

Responses to dissatisfaction

Answer 17

The majority of dissatisfied consumers do not complain to the company. because of this, even a few consumer complaints can already indicate marketing related problems that need attention, because these few may be the tip of the iceberg.

Question 18

Companies should pay close attention to four customer characteristics when preparing complaint-resolution policies and practices

Answer 18

Customers perceptions of the problem

Customer - company relationship

Customer psychographics

Personal characteristics

Question 19

When consumers are dissatisfied with a product or sevice, they are often motivated to

Answer 19

tell others in order to relieve their frustration and to convince others not to purchase the product or to do business with the company

Question 20

Negative word of mouth communication

Answer 20

Is more likely to occur when consumers perceive that the company is at fault, the problem is severe, and when they are unhappy with the commpanys responsiveness

Question 21

Is customer satisfaction enough?
Customer retention

Answer 21

The practice of working to satisfy customers with the intention of developing long-term relationships with them. A customer-retention strategy attempts to build customer commitment and loyalty by continually paying close attention to all aspects of customer interaction, especially after-sales service

Question 22

Disposition or disposal

Answer 22

Is the getting rid of meaningless or used up items or what is left of them (e.g. packaging)

Can be temporary (loaning or renting the item) or involuntary (losing or destroying the item)

Question 23

We most ofteh think of disposition in terms of physical detachement e.g.

Answer 23

When an item is physically transferred to another person or location

Question 24

Emotional detachment

Answer 24

a more detailed, lengthy and sometimes painful process. Often consumers remian emotionally attached to possessions long after the have become physically detatched