30postdecision

30postdecision - PostDecisionProcesses Marketing3250...

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Post-Decision Processes Marketing 3250 October 26, 2009
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Post-Decision Dissonance  and Regret Post-decision dissonance: uncertainty  about whether you made the right  decision Post-decision regret: thinking you made  the wrong choice
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A Model of Learning from  Consumer Experience Hypothesis testing: consumers form a  hypothesis or expectation and then  set out to test it Four step process: 1. Hypothesis testing 2. Exposure to evidence 3. Encoding of evidence 4. Integration of evidence and prior beliefs
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Model of Learning from  Consumer Experience
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The American Consumer  Satisfaction Index
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The Importance of Customer  Satisfaction Satisfied customers form the  foundation of any successful business These customers tend to: Be highly loyal Influence others through WOM The cost of dissatisfaction
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Disconfirmation Paradigm Disconfirmation occurs when there is a  discrepancy, positive or negative, 
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This note was uploaded on 09/22/2010 for the course MKTG 3250 at Colorado.

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30postdecision - PostDecisionProcesses Marketing3250...

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