Chapter 6

Question 1

Confirmation Disconfirmation Paradox

Answer 1

Def: customers compare their perceptions with expectations when they judge quality of p/s

Disconfirmation:
+ (satisfaction): over performance, actual performance > expectations
- (dissatisfaction): under performance, actual performance < expectations

Confirmation: product just achieves my expectations and it can lead to +/- depending on what was result between expectation and performance

Feelings: always involved in decision making
+/- emotions while consuming a product (independent from (dis-) confirmation but influences (dis-)satisfaction

Question 2

Post- Purchase evaluation process

Answer 2

Consumers evaluate each aspect of purchase -> info+price+availability
dynamic process

Evaluations tied to specific consumption situations and vary over time and involvement (NOT attitude)
Satisfaction: feeling of positive evaluation (highly influenced by prior expectations regarding quality)
Dissatisfaction: feeling of negative evaluation

1. Dissonance emerge: cognitive contradiction
2. Dissonance reduction: cognitive modification
3. Dissonance prevention: cognitive re-selection

Question 3

Attribution Theory

Answer 3

Def: how does a customer attempt to find an explanation when a p/s doesn’t fulfill his needs

3 factors influencing: 
1. Stability: temporary/permanent cause?
2. Focus: consumer/marketer related problem?
3. Controllability: under control/not?
DISSATISFACTION = P + M + N

Question 4

Product non-use

Answer 4

Def: occurs when a consumer actively acquires a product that isn’t used or used only sparingly relative to its potential use

-> leads to opp to reposition a line
(Explanation: timely división between initial purchase and decision to consume)
Without stimulus forget about intended use

Question 5

Brand loyalty

Answer 5

Strong advocates of the brand + very visible to other customers + very powerful

5 stages of loyalty:

1. Mono L: choose same alt regularly
2. Dual (multi) L: choose from 2 (or a few) alt
3. Varsity seeking: seek alternation
4. Hybrid L: alternate between 1.M and 3.V
5. Zero order L: decide independently of purchase history (missing L)