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1、 POST DECISIONPROCESSES Overview Post DecisionDissonanceConsumptionBehaviorConsumptionExperiencesPost ConsumptionEvaluationsDisposition Post DecisionDissonance Doubtsaboutproductchoice discomfort attemptstojustifychoicethrough confirmingevidencedenialorminimizationofdownsidessupportfromothersmodific
2、ationofbeliefsIslikelytooccurwhen thereismorethanoneattractivealternativethedecisionisimportant Blackl iniard andEngel ConsumerBehavior NinthEdition Copyright 2001byHarcourt Inc Allrightsreserve KnowinghowmanyandwhichconsumersfallintotheuserandnonusercategoriesSizeofusermarketisoneindicatorofmarketa
3、ttractivenessSizeofnonusergroupspeakstofuturegrowthopportunitiesCharacterizedalongmanydimensions ConsumptionBehavior Blackwell Miniard andEngel ConsumerBehavior NinthEdition Copyright 2001byHarcourt Inc Allrightsreserved EntirePopulation Users Nonusers Whereisitconsumed HeavyUsers ModerateUsers Ligh
4、tUsers Whenisitconsumed Usage1 Usage2 SituationA SituationB Proximitytopurchase Timeofday Howisitconsumed Howmuchisconsumed WhendoesConsumptionOccur Howmuchtimepassesbetweenpurchaseandconsumption Whattimeofdayisproductused Whenintheyearorduringwhichseasonisproductconsumed HowistheProductConsumed How
5、istheproductprepared Isitconsumedaloneorwithotherproducts Isitusedasintendedorhaveconsumersinventedanewuse HowMuchIsConsumed Consumersmaybesimilarinwhattheyconsume butdifferentinhowmuchtheyconsumeUsagevolumesegmentation heavy moderate andlightusersFirmscanencourageconsumptionorchangeamountconsumed B
6、lackwell Miniard andEngel ConsumerBehavior NinthEdition Copyright 2001byHarcourt Inc Allrightsreserved ConsumptionBehavior WhendoesConsumptionOccur ConsumptionExperiences HowDoesItFeel PositiveornegativethingsyoufeelwhenusingaproductConsumersoftendon tfeelanythingduringexperienceFirmscanpositionprod
7、uctsbasedon positivefeelingsresultingfromconsumptioneliminationofnegativefeelingsresultingfromconsumption Blackwell Miniard andEngel ConsumerBehavior NinthEdition Copyright 2001byHarcourt Inc Allrightsreserved SaraLeefocusesontheabsenceofguiltthatisoftenassociatedwitheatingthisdessert toomanycalorie
8、sortoomuchfat HowRewardingorPunishingWastheExperience Positivereinforcement whenconsumerreceivespositiveoutcomefromproductusageNegativereinforcement whenconsumptionhelpspersonavoidnegativeoutcomePunishment whenconsumptionleadstonegativeoutcome Blackwell Miniard andEngel ConsumerBehavior NinthEdition
9、 Copyright 2001byHarcourt Inc Allrightsreserved PurchaseNeed ProductPurchase ProductConsumption AvoidingNegativeOutcomes NegativeReinforcement PurchaseNeed ProductPurchase ProductConsumption ReceivingNegativeOutcomes Punishment PurchaseNeed ProductPurchase ProductConsumption ReceivingPositiveOutcome
10、s PositiveReinforcement DoWeWantConsumerstoLearnfromExperience Yes Ioffergreatvalue NOWAY TOP DOGSTRATEGY UNDERDOGSTRATEGY Post ConsumptionEvaluations DimensionsofEvaluation hedonicUtilitarianHowdoesconsumermakesatisfaction dissatisfactionjudgments Expectancydisconfirmationmodel 期望失驗模式 Attributionth
11、eory 歸因理論 Equitytheory 公平理論 ExpectancyDisconfirmationModel Satisfactiondependsonacomparisonofpre purchaseexpectationstoactualoutcomes performance OtherInfluencesonSatisfactionPost DecisionFeelingsAmbiguityoftheconsumptionexperience TheDisconfirmationParadigm Attribution WhyDidThingsGoThisWay Stabili
12、tyFocusControllabilitybeyondthecontrolofeveryonecompetencemoraldeficiencies EquityTheory ConsumersformperceptionsoftheirinputsandoutputsintoaparticularexchangeForequitytooccur theremustbeaperceptionoffairnessonbothsidesoftheexchangetypeoffairness distributionalfairnessproceduralfairnessinteractional
13、fairness Disposition WaysofGettingRidofStuff GiveawayTradeRecyclereuseturnovertocommercialrecyclertransformtosomethingelseSell UseupThrowawayAbandon sociallyunacceptable Destroy SayingGood byetoMeaningfulStuff Mayrequiredispositioninstagesphysicaldetachmentemotionaldetachment Whatdoyoumeanit stimeforatriptothejunkyard Itrunsalmostaswellasitdid20yearsago
