product - (cont ♦ Diffusion ♦ The diffusion/adoption...

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1 Consumer Behavior MAR 3503 Xin He BA-II 308N 407-823-1329 [email protected]
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2 Product Strategy Consumer satisfaction Product diffusion and adoption
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3 Postpurchase Product Consumption Customer satisfaction Cognitive dissonance Product disposition
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4 Consumer Satisfaction (cont.) Expectancy disconfirmation paradigm Prepurchase expectations Postpurchase perceptions Disconfirmation Exhibit 16.2
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5 Consumer Dissatisfaction Alternative actions in response to dissatisfaction What influences a consumer’s decision to complain or not?
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6 Product Diffusion and Adoption Innovation Categories of innovations Continuous innovation Dynamically continuous innovation Discontinuous innovation
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7 Product Diffusion and Adoption
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Unformatted text preview: (cont.) ♦ Diffusion ♦ The diffusion/adoption curve (Exhibit 16.5) – Innovators – Early adopters – Early majority – Late majority – Laggards 8 Product Characteristics and the Adoption Process ♦ Compatibility ♦ Trialability ♦ Observability ♦ Speed ♦ Simplicity ♦ Competitive advantage ♦ Perceived risk ♦ Product symbolism ♦ Marketing effort also matters 9 Once again… ♦ Consumer satisfaction – Expectancy disconfirmation paradigm – Consumer dissatisfaction ♦ Product diffusion and adoption – Categories of innovations – The diffusion/adoption curve – Product characteristics and the adoption process...
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product - (cont ♦ Diffusion ♦ The diffusion/adoption...

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