Consumer Behavior Exam 3

Here are ALL your notes rewritten cleanly and organized from the uploaded slides:

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📚 Topic 9: Post-Decision Processes

Learning Objectives

Understand:

• Satisfaction & dissatisfaction

• Post-decision dissonance

• Regret

• Disposition

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5 Stages of Decision Making

1. Problem Recognition

2. Information Search

3. Evaluation of Alternatives

4. Purchase Decision

5. Post-Purchase

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Why Post-Purchase Matters

• Repeat purchases

• 5x more expensive to acquire new customers

• Attitudes may form after purchase (low involvement)

• Word of Mouth (WOM):

• Influences ~2/3 of sales

• Negative WOM > Positive WOM

• Stronger when unfamiliar with product

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Consumer Reactions

• Satisfaction / Dissatisfaction

• Attribution Theory (who is blamed?)

• Post-decision dissonance

• Regret

• Satisfaction with choice process

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Consequences of Satisfaction

Satisfaction:

• Repeat purchases

• Positive WOM

• Brand loyalty

Dissatisfaction:

• Voice response: complain, return product

• Private response: negative WOM, boycott

• Third-party: legal action

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Expectancy Disconfirmation Model

Satisfaction = Actual Performance – Expectations

• Below → Dissatisfied

• Equal → Satisfied

• Above → Delighted

⚠️ 1 negative experience = ~12 positive experiences

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Two Ways to Improve Satisfaction

1. Manage outcomes (deliver quality)

2. Manage expectations (clear, accurate messaging)

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Attribution Theory (Blame)

People evaluate:

• Stability (temporary vs permanent)

• Focus (brand vs consumer fault)

• Controllability

👉 Worst case:

• Permanent + brand’s fault + controllable

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Post-Decision Dissonance