Post-Decision Process Flashcards
Post-decision dissonance and give example.
Feeling of anxiety over whether the correct decision was made.
How does post-decision dissonance differ from post-decision regret?
Post-decision dissonance: Did I make the right decision?
Post-decision regret: Should I have purchased a different product instead? (Comparison aspect.)
2 Things consumer might do to relieve (post-purchase) dissonance?
1-Take item back
2-Find positive feedback to justify your purchase
3 Factors that affect learning
1-Motivation to learn
2-Prior knowledge/ability
3-Ambiguity of information/lack of opportunity
How does overconfidence affect learning behavior?
You find things that match what you feel like and disregard other things.
Different between top-dog and underdog brand.
Top dog: market leader, limitations on learning are good and prove to be an advantage. (McDonald’s)
Underdog: lower-share brands. Encourage others to seek out information to validate using them. (never heard of hole in the wall place)
2 dimensions that a consumer considers when evaluating a product.
1-Utilitairan: how well the product/service functions
Does it work?
2-Hedonic: How product makes someone feel
How does it make me feel?
What is disconfirmation paradigm? What role do expectations and performance play in it?
Disconfirmation paradigm: discrepancy between expectation and performance (+ or -)
Role of expectations/performance: both make up what we think it actually is. We expect one thing and if it performs along the lines that we DID NOT expect it to, can cause this discomforting feeling.
Define attribution theory. 3 Factors a consumer may consider under it.
Attribution theory: how people find explanations for events
3 Factors consumer may consider:
1-Stability: cause of even temporary or permanent?
2-Focus: Is the problem customer or company related?
3-Controllability: is the event under customer’s control or company’s?
Define equity theory and give example.
Equity theory: Is the exchange fair? Fairness of exchanges between individuals.
Ex: Salesperson spent a ton of time with me before I bought and now I never see him.
OR “I spend all this money my service better be good.”
2 ways consumer might cope with dissatisfaction.
1-Avoidance: Avoid thinking about it, refuse to believe problem occurred
2-Expressive support seeking: express your emotions, try to understand your feelings, ask friends, get advice, seek out others for comfort
2 Responses a consumer might have after experiencing dissatisfaction.
1-Complain/return it
2-Negative WOM
3-Take NO action
Difference between physical detachment and emotional detachment.
Physical Attachment: physically disposing of an item
Emotional detachment: emotionally disposing of an item (ex: Milovic talked about his old stuffed animal that he gave to his child)
3 things that recycling behavior depends on?
MOA
Motivation
Opportunity
Ability
