台大消费者行为cb 04 post purhcase

1POST-DECISIONPROCESSES2OverviewPost-DecisionDissonanceConsumptionBehaviorConsumptionExperiencesPost-ConsumptionEvaluationsDisposition3Post-DecisionDissonanceDoubtsaboutproductchoicediscomfortattemptstojustifychoicethrough:–confirmingevidence–denialorminimizationofdownsides–supportfromothers–modificationofbeliefsIslikelytooccurwhen:–thereismorethanoneattractivealternative–thedecisionisimportant4Blackl,iniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.AllrightsreserveKnowinghowmanyandwhichconsumersfallintotheuserandnonusercategoriesSizeofusermarketisoneindicatorofmarketattractivenessSizeofnonusergroupspeakstofuturegrowthopportunitiesCharacterizedalongmanydimensions5Blackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.EntirePopulationUsersNonusersWhereisitconsumed?•HeavyUsers•ModerateUsers•LightUsersWhenisitconsumed?•Usage1•Usage2•SituationA•SituationB•Proximitytopurchase•TimeofdayHowisitconsumed?Howmuchisconsumed?6WhendoesConsumptionOccur?Howmuchtimepassesbetweenpurchaseandconsumption?Whattimeofdayisproductused?Whenintheyearorduringwhichseasonisproductconsumed?7HowistheProductConsumed?Howistheproductprepared?Isitconsumedaloneorwithotherproducts?Isitusedasintendedorhaveconsumersinventedanewuse?8HowMuchIsConsumed?Consumersmaybesimilarinwhattheyconsume,butdifferentinhowmuchtheyconsumeUsagevolumesegmentation:heavy,moderate,andlightusersFirmscanencourageconsumptionorchangeamountconsumed9Blackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ConsumptionBehaviorWhendoesConsumptionOccur?10ConsumptionExperiences:HowDoesItFeel?PositiveornegativethingsyoufeelwhenusingaproductConsumersoftendon’tfeelanythingduringexperienceFirmscanpositionproductsbasedon:–positivefeelingsresultingfromconsumption–eliminationofnegativefeelingsresultingfromconsumption11Blackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.SaraLeefocusesontheabsenceofguiltthatisoftenassociatedwitheatingthisdessert(toomanycaloriesortoomuchfat).12HowRewardingorPunishingWastheExperience?Positivereinforcement:whenconsumerreceivespositiveoutcomefromproductusageNegativereinforcement:whenconsumptionhelpspersonavoidnegativeoutcomePunishment:whenconsumptionleadstonegativeoutcome13Blackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.PurchaseNeedProductPurchaseProductConsumptionAvoidingNegativeOutcomesNegativeReinforcementPurchaseNeedProductPurchaseProductConsumptionReceivingNegativeOutcomesPunishmentPurchaseNeedProductPurchaseProductConsumptionReceivingPositiveOutcomesPositiveReinforcement14DoWeWantConsumerstoLearnfromExperience?Yes--Ioffergreatvalue!NOWAY!TOP-DOGSTRATEGYUNDERDOGSTRATEGY15Post-ConsumptionEvaluationsDimensionsofEvaluation:–hedonic–UtilitarianHowdoesconsumermakesatisfaction/dissatisfactionjudgments?–Expectancydisconfirmationmodel（期望失驗模式）–Attributiontheory（歸因理論）–Equitytheory（公平理論）16ExpectancyDisconfirmationModelSatisfactiondependsonacomparisonofpre-purchaseexpectationstoactualoutcomes(performance)OtherInfluencesonSatisfaction–Post-DecisionFeelings–Ambiguityoftheconsumptionexperience17TheDisconfirmationParadigm18Attribution--WhyDidThingsGoThisWay?StabilityFocusControllability–beyondthecontrolofeveryone–competence–moraldeficiencies19EquityTheoryConsumersformperceptionsoftheirinputsandoutputsintoaparticularexchangeForequitytooccur,theremustbeaperceptionoffairnessonbothsidesoftheexchangetypeoffairness:–distributionalfairness–proceduralfairness–interactionalfairness20Disposition--WaysofGettingRidofStuff...GiveawayTradeRecycle–reuse–turnovertocommercialrecycler–transformtosomethingelseSellUseupThrowawayAbandon(sociallyunacceptable)Destroy21SayingGood-byetoMeaningfulStuff...Mayrequiredispositioninstages–physicaldetachment–emotionaldetachmentWhatdoyoumeanit’stimeforatriptothejunkyard?Itrunsalmostaswellasitdid20yearsago!