Post-Choice Evaluation PDF

Checking 1. Check your Reading Post point. 3. Exam 2 is on Tue next week (10/29) Review Session is on Thurs this week. 1 Post-Choice Evaluation 2 5 Stages of Consumer Decision Process 1 Need Recognition...

Checking 1. Check your Reading Post point. 3. Exam 2 is on Tue next week (10/29) Review Session is on Thurs this week. 1 Post-Choice Evaluation 2 5 Stages of Consumer Decision Process 1 Need Recognition 2 Information Search Evaluation of 3 Alternatives 4 Choice Post-Choice 5Evaluation  Purchase Satisfaction Group Describe a consumer purchase situation in which Activi you were, 1) generally satisfied, and 2) ty dissatisfied. 1. Write down a few details of your own( or one of your team member) scenarios. 2. Share with group. 3. Have one scenario within the Expectancy/Disconfirmation Theory Satisfaction or dissatisfaction is determined by the difference in EXPECTATION and ACTUAL EXPERIENCE. 5 Expectancy/Disconfirmation Theory X actual product Positive Disconfirmation EXPECTATION 6 Expectancy/Disconfirmation Theory X actual product Positive Disconfirmation X actual Neutral Disconfirmation EXPECTATION product X actual Negative Disconfirmation product 7 Forming Expectations Company’s Consumer’s claims & prior advertisements experiences Consumer’s personal factors Word-of-mouth (What should happen or what they want to happen) 8  Dining Experience Cas Group 1. Read through the case. 2. Discuss questions with Activi group. 3. Make notes of your ty discussion to share with class. Upload notes for discussion questions as group (these can be bullet points). Product Based Expectation Management 10 John bought a high-end home theater system, spending thousands of dollars. The very next day, the electronics store advertised the same system at 20% off. 11 Equity Theory Consumers cognitively compare their own level of inputs and outcomes to those of another party in an exchange. Consumers want fair exchanges. 12  Offer price matching & adjustments. Replace faulty items. Creating Provide reward to remedy consumer Fairness in complaints (product issues or low Transactio service quality). ns Offer same deals/promotions across consumers or alter benefit level/justification. 13  Cognitive Dissonance An uncomfortable feeling that occurs when a consumer has lingering doubts about a decision they made. Often happens when:  Many other appealing alternatives  Decision is difficult to reverse  Decision is important How can marketers reduce cognitive dissonance post-decision? 14  Offer positive information that affirms decision Bolster benefits Positive comparisons to alternatives Reducing Offer returns, exchanges, price matches Dissonanc e Offer additional incentives (discounts, free trials, complementary products) Encourage positive word-of-mouth for social validation 15 Reading The One Number You Need to Grow 16 Up Next… Tue Midnight: Check your Reading Post point. __________________________________________________ Thurs: Review Session Exam 2 is on Tue next week (10/29) Review Session is on Thurs this week. 17