Lecture 10 - Post Decision Processing

Lecture 10 Post - LECTURE 10 Post-Decision Processing Karthik Easwar Consumer Behavior 11 | 1 Key Concepts Karthik Easwar Consumer Behavior 11 | 2

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11 | 1 Karthik Easwar Consumer Behavior LECTURE 10 Post-Decision Processing
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11 | 2 Karthik Easwar Consumer Behavior Key Concepts
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11 | 3 Karthik Easwar Consumer Behavior Post-Decision Dissonance and Regret Loss of confidence in decision of: Acquisition Consumption Disposition Dissonance- Anxiety when MAO high Regret Unfavorable comparison Consumer anticipation
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11 | 4 Karthik Easwar Consumer Behavior Post-Decision Dissonance Uncertainty about a choice Most likely to occur when more than one alternative and the decision is important Creates anxiety that needs to be reduced Often leads to information search that confirms decision and reduces dissonance
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11 | 5 Karthik Easwar Consumer Behavior Post-Decision Regret Occurs when selected option is perceived to be worse than an alternative Can exist even if you have no concrete information about alternatives and only a fear of inferiority Can influence future purchase intentions
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11 | 6 Karthik Easwar Consumer Behavior Model of Learning from Consumer Experience (Exhibit 12.4)
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11 | 7 Karthik Easwar Consumer Behavior Factors Affecting Learning from Experience Motivation Prior knowledge/ability Ambiguity of information/Lack of opportunity Processing biases Confirmation Overconfidence
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This note was uploaded on 11/08/2010 for the course BUS-M&L 750 taught by Professor Easwar during the Fall '10 term at Ohio State.

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Lecture 10 Post - LECTURE 10 Post-Decision Processing Karthik Easwar Consumer Behavior 11 | 1 Key Concepts Karthik Easwar Consumer Behavior 11 | 2

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