Chapter 14 Flashcards
Durable goods
Typically expensive and usually consumed over a long period of time
Non durable goods
Inexpensive and consumed quickly
Consumption frequency
Number of times a product is consumed over a period of time
Authenticity
The degree to which an object person or experience seems real unique and genuine
Meaning transference
Process through which cultural meaning is transferred to a product and onto the consumer
Top-line performance
A business term referring to sales growth
Consumer satisfaction
Mild, positive emotion resulting from a favorable appraisal of a consumption outcome
Consumer dissatisfaction
Mild, negative affective reaction resulting from an unfavorable appraisal of consumption outcome
Expectancy/disconfirmation theory
Consumers use expectations as a benchmark against which performance perceptions are judged.
Positive disconfirmation
According to the expectancy / disconfirmation approach a perceived state wherein performance perceptions exceed expectations.
Negative disconfirmation
Outcome does not meet expectations
Expectations
Pre consumption beliefs of what will occur during an exchange and consumption of a product.
Types
Predictive: what a consumer thinks will occur
Normative: what should happen
Ideal: what a consumer wants to happen
Equitable: what should happen based on amount of work put in
Sources:
Word of mouth
Experience
Ads and promotions
Personal factors
Hope
Emotion evoked by positive anticipatory appraisals that signal uncertainty about a potentially positive outcome
Confirmatory bias
Tendency for expectations to guide performance perceptions
Self-perception theory
Theory that states that consumers are motivated to act in accordance with their attitudes and behaviors
Service quality
Overall goodness or badness of a service experience which is often measured by servqual
SERVQUAL
way of measuring service quality that captures consumers disconfirmation of service expectations
Desire
Level of a particular benefit hah will lead to a valued end state
Equity theory
Theory that proposes that people compare their own level of inputs and outcomes to those of another party in an exchange
Comparing outputs and inputs to the companies output and inputs.
If ratio is equal, satisfaction will likely result
Explains how consumers react to complaints
Distributive fairness
Refers to the way a consumer judges the outcomes of an exchange
Interactional fairness
How fairly consumer believes he or she was treated when dealing with service personnel
Attribution theory
Theory proposes that consumers look for the cause of particular consumption experiences when arriving at satisfaction judgements.
External attributions are more leading to dissatisfaction. (Blaming others)
Cognitive dissonance
Uncomfortable feeling that when a consumer has lingering doubts about a decision that has occurred
Left-skewed
Distribution of responses consistent with most respondents choosing responses so the distribution is clustered toward the positive end of the scale
Look at the question in different ways to completely understand satisfaction — left skewed.m is a problem
