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Unformatted text preview: Ch. 12 Post-decision dissonance likely to occur when more than one alternative is attractive and the decision is important (create anxiety that the consumer would like to reduce) Post-decision regret consumers perceive an unfavorable comparison between the performance of the chosen option and the performance of the unchosen options Hypothesis testing form an expectation about a product or service and then set out to test it. Without these hypotheses consumers are less likely to gather the evidence they need to learn. Hypothesis generation hearing about a new movie an assuming it will be good by whos in it. Exposure to evidence going to see the movie. Encoding of evidence deciding whether or not it is good while watching it. Integration of evidence and prior beliefs if she likes it, it confirms her hypothesis. If she hates it, it disproves her hypothesis. What affects learning from experience? Motivation when consumers are motivated to process information, they generate a number of hypotheses and seek out information to confirm or disprove them, actively engaging in the process of learning from experience. Prior knowledge or ability affects the extent to which they learn from experience. When knowledge is high, consumers are likely to have well-defined beliefs and expectations and are unlikely to generate new hypotheses. Ambiguity of information environment or lack of opportunity lack of sufficient information to confirm or disprove their hypothesis. This occurs because many offerings are similar in quality and consumers can get little information from the experience. Processing biases avoid negative and highly diagnostic information. Confirmation bias Overconfidence. Satisfaction feel that their needs or goals have been met (acceptance, happiness, relief, excitement, delight). Dissatisfaction negative evaluation of an outcome (tolerance, distress, sadness, regret, etc) Utilitarian dimensions: how well the product or service functions (good or bad) Hedonic dimensions: how it makes someone feel (happy, excited, regretful, sad, etc). Disconfirmation occurs when there is a discrepancy, positive or negative, between our prior expectations and the products actual performance (based more on subjective). Expectations desired product/service outcomes and include pre consumption beliefs about overall performance, or the levels or attributes possessed by a product. Performance measures whether these expected outcomes have been achieved Objective: based on actual performance (constant across consumers). Subjective: based on individual feelings (varies across consumers). Post-decision feelings help explain satisfaction or dissatisfaction judgments independent of disconfirmation. Attribution theory how individuals find explanations or causes for effects or behavior (when a product or service does not fulfill needs, the consumer will attempt to find an explanation) Stability:...
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- Fall '08