chapter 14 and 15 Flashcards
Define consumer satisfaction.
Define consumer dissatisfaction.
Consumer satisfaction is a mild, positive emotional state resulting from a favorable appraisal of a consumption outcome. It is a post-consumption phenomenon that results from a cognitive appraisal and does not create strong behavioral motivations.
Consumer dissatisfaction is a mild, negative affective reaction resulting from an unfavorable appraisal of a consumption outcome.
What is the difference between durable and nondurable goods?
Durable goods are consumed over a long period and are relatively expensive, while nondurable goods are inexpensive and consumed quickly.
What is the expectancy/disconfirmation theory?
Consumers form pre-consumption expectations and judge the actual performance of a product against these expectations
What does equity theory propose?
Consumers compare their own inputs and outcomes to those of another party, and satisfaction is achieved when ratios are equal.
What are the two types of fairness in equity theory?
Distributive fairness (judging outcomes) and interactional fairness (judging how fairly one is treated).
What are the three elements of attribution theory?
Locus (who is responsible), control (whether the outcome was controllable), and stability (likelihood of the event recurring).
What is cognitive dissonance?
An uncomfortable feeling that occurs when a consumer has doubts after making a purchase decision, often called buyer’s regret.
What conditions lead to cognitive dissonance?
Awareness of attractive alternatives, importance of the decision, difficulty in reversing the decision, and low self-confidence.
What are the behavioural outcomes of consumption?
Consumer satisfaction or dissatisfaction, complaints, and word-of-mouth spread (positive or negative).
How can businesses handle consumer complaints effectively?
Thank the customer, listen carefully, apologize sincerely, and show empathy.
What is rancorous revenge?
When a consumer yells insults and makes a public scene in response to an unsatisfactory experience.
What is retaliatory revenge?
When a consumer becomes violent or attempts to vandalize a business in response to an unsatisfactory experience.
What is negative word-of-mouth (WOM)?
When consumers pass on negative information about a company from one person to another.
What is positive word-of-mouth (WOM)?
When consumers share positive information about their consumption experiences with others.
