Consumption, Satisfaction, Divestment

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Consumption, Satisfaction, Divestment
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Consumption

• The act of purchase is normally followed by
  consumption or use. Evaluation continues into the
  act of consumption by a satisfaction/dissatisfacti
  on response. The probability of repurchase is
  determined at this point

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Options for consumption

• Usage at the earliest convenient opportunity
• Short-term storage in anticipation of a later
  usage opportunity
• Long-term storage with no specific or anticipated
  use in mind
• Abort consumption process

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Buyers Regret

• Post decision doubt (dissonance)
• A certain threshold of dissonance-motivated
  tension is surpassed
• The action is irrevocable
• There are other unchosen alternatives with
  qualitatively dissimilar but desirable attributes
• The choice is made entirely by free will, without
  any compulsion

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Consumption Research

• Profit Motivated Consumption Research
• Post-Modern Consumption Research

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Profit Motivated Consumption Research

• To find ways to attract new customers and trigger
  a buying response

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Post-Modern Consumption Research

• Sacred Consumption
• Profane Consumption
• Compulsive consumption

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Post-Consumption Evaluation

• The Customer Satisfaction/Dissatisfaction
  response
• Implications inducting new customers, customer
  retention, competitive role in product/service
  quality

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Satisfaction

• A post-consumption evaluation that a chosen
  alternative at least meets or exceeds expectations

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Categories of consumer expectations

• Equitable performance normative judgement of
  consumer of product performance given the costs
  and efforts taken to purchase and use
• Ideal performance the optimum or hoped for
  performance level
• Expected performance what the performance
  probably will be

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Expectancy Disconfirmation Model-Richard Oliver

• The CS/D response takes one of 3 forms
• Positive Disconfirmation Performance is better
  than expected
• Simple Confirmation as per expectations
• Negative Disconfirmation worse than
  expectations

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Divestment

• Outright disposal
• Recycling
• Remarketing