CH12 - Student

CH12 - Student - Chapter12 ChapterOverview Disposition 2...

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Chapter 12 Post-Decision Processes
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  2 Chapter Overview Post-Decision Dissonance Learning from Consumer Experience How Do Consumers Make Satisfaction or  Dissatisfaction Judgments? Responses to Dissatisfaction Is Customer Satisfaction Enough? Disposition
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  3 Word of Mouth What are some extreme complaints you have  heard from a customer after  a purchase? What happened? What did the customer do? What are common themes? What are the implications of these types  complaints to customers and companies?
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  4 Post-Decision Dissonance Post-Decision Dissonance Anxiety over whether the correct decision was made Can be reduced by searching from more information  to make chosen alternative more attractive
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  5 Post purchase Behavior Postpurchase Evaluation Post-decision regret A feeling that one has made the wrong purchase  decision Buyers are mostly likely to seek reassurance after the  purchase of an expensive, high-involvement product
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  6 Postpurchase Behavior Can minimize through: Effective Communication Follow-up Guarantees Warranties Cognitive Dissonance Did I make a good decision? Did I buy the right product? Did I get a good value?
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  7 Learning from  Consumer Experience Experiences during consumption or acquisition  can be important sources of consumer  knowledge More motivated to learn More vivid Involvement- consumers can touch, feel, smell
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8 Learning from Consumer Experience  – A model Hypothesis Testing Testing expectations through experience  (4  basic stages) Hypothesis generation Forming expectations Exposure to evidence Experiencing the offer (confirm/disprove hypothesis) Encoding of evidence
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This note was uploaded on 10/12/2010 for the course CHE 150 taught by Professor Bonner during the Spring '10 term at Kentucky.

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CH12 - Student - Chapter12 ChapterOverview Disposition 2...

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