1、POST-DECISION PROCESSESOverviewPost-Decision DissonanceConsumption BehaviorConsumption ExperiencesPost-Consumption EvaluationsDispositionPost-Decision DissonanceDoubts about product choice discomfort attempts to justify choice through:confirming evidencedenial or minimization of downsidessupport fro

2、m othersmodification of beliefs Is likely to occur when:there is more than one attractive alternativethe decision is importantBlackl, iniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserveKnowing how many and which consumers fall into the user and no

3、nuser categoriesSize of user market is one indicator of market attractivenessSize of nonuser group speaks to future growth opportunitiesCharacterized along many dimensionsConsumption Behavior Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights

4、 reserved.Entire PopulationUsersNonusersWhere is it consumed?Heavy UsersModerate UsersLight UsersWhen is it consumed?Usage 1Usage 2Situation ASituation BProximity to purchaseTime of dayHow is it consumed?How much is consumed?When does Consumption Occur?How much time passes between purchase and consu

5、mption?What time of day is product used?When in the year or during which season is product consumed?How is the Product Consumed?How is the product prepared?Is it consumed alone or with other products?Is it used as intended or have consumers invented a new use?How Much Is Consumed?Consumers may be si

6、milar in what they consume, but different in how much they consumeUsage volume segmentation: heavy, moderate, and light usersFirms can encourage consumption or change amount consumedBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.

7、Consumption BehaviorWhen does Consumption Occur?Consumption Experiences: How Does It Feel? Positive or negative things you feel when using a productConsumers often dont feel anything during experienceFirms can position products based on:positive feelings resulting from consumptionelimination of nega

8、tive feelings resulting from consumptionBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.Sara Lee focuses on the absence of guilt that is often associated with eating this dessert (too many calories or too much fat).How Rewarding o

9、r Punishing Was the Experience?Positive reinforcement: when consumer receives positive outcome from product usageNegative reinforcement: when consumption helps person avoid negative outcomePunishment: when consumption leads to negative outcomeBlackwell, Miniard, and Engel, Consumer Behavior, Ninth E

10、dition, Copyright 2001 by Harcourt, Inc. All rights reserved.Purchase NeedProduct PurchaseProduct ConsumptionAvoiding Negative OutcomesNegative ReinforcementPurchase NeedProduct PurchaseProduct ConsumptionReceiving Negative OutcomesPunishmentPurchase NeedProduct PurchaseProduct ConsumptionReceiving

11、Positive OutcomesPositive ReinforcementDo We Want Consumers to Learn from Experience?Yes-I offergreat value!NO WAY!TOP-DOG STRATEGYUNDERDOG STRATEGYPost-Consumption EvaluationsDimensions of Evaluation:hedonicUtilitarianHow does consumer make satisfaction/dissatisfaction judgments?Expectancy disconfi

12、rmation model （期望失驗(yàn)?zāi)Ｊ剑〢ttribution theory （歸因理論）Equity theory （公平理論）Expectancy Disconfirmation ModelSatisfaction depends on a comparison of pre-purchase expectations to actual outcomes (performance)Other Influences on SatisfactionPost-Decision FeelingsAmbiguity of the consumption experienceThe Discon

13、firmation ParadigmAttribution-Why Did Things Go This Way?StabilityFocusControllabilitybeyond the control of everyonecompetencemoral deficienciesEquity TheoryConsumers form perceptions of their inputs and outputs into a particular exchangeFor equity to occur, there must be a perception of fairness on both sides of the exchangetype of fairness:distributional fairnessprocedural fairnessinteractional fairnessDisposition-Ways of Getting Rid of Stuff.Give awayTradeRecyclereuseturn over to commercial recyclertransform to something elseSellUse upThrow awayAbandon (socially unaccept