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Consumer Satisfaction Or Dissatisfaction
Presented By
Bazega Sakharkar
M. Sc. I RM and Ergonomics
SNDT University, Juhu
2013-14
ContentsIntroductionTheory Of Disconfirmed ExpectationsPost Purchase DissonanceFactors Affecting DissonanceDissonance Reduction
Consumer satisfaction is a mild, positive emotional state resulting from a favorable appraisal of a consumption outcome.
Consumer dissatisfaction can be defined as a mild, negative affective reaction resulting from an unfavorable appraisal of a consumption outcome.
Introduction
Satisfaction • Positive
Dissatisfaction • Negative
Definition “If the product matches expectations, the consumer is
satisfied; if it exceeds them, the consumer is highly satisfied; if it falls short, the consumer is dissatisfied.”
--Philip Kotler “A judgment that a product or service feature, or the
product or service itself, provided (or is providing) a pleasurable level of consumption-related fulfillment, including levels of under-or over-fulfillment.”
--Oliver
Introduction
Introduced by Leon Festinger Consumers enter into a consumption experience with
predetermined cognitive expectations of a product’s performance.
These expectations are used as a type of benchmark against which actual performance perceptions are judged.
Theory Of Disconfirmed Expectations
Positive Disconfirmation
When performance is more positive than what was expected
Leads to consumer satisfaction
Negative Disconfirmation
When performance perceptions do not meet expectations
Leads to dissatisfaction
Theory Of Disconfirmed Expectations
Finally, if performance perceptions exactly match what was expected, confirmation or neutral disconfirmation is said to
occur.
Introduced by (Oliver,
1980; Spreng et al. 1996).
Expectations
Performance Perception
Disconfirmation Satisfaction
Model Of Disconfirmed Expectations
Post Purchase Dissonance
Making
Decisions
To Purchase
Expose To Information
That Perceive To Support
Choices, And Avoid
Information Which Is Likely To Rejected
May Feel UneasyAbout
Acquiring The
Drawbacks Of The Chosen
Brand And About
Losing The Benefits
Leads To At
Least Some
Post
Purchase
Dissonance
Dissonance may increase because:i. Expensiveii. Similarity between the item selected and rejectediii. Decision is very important
Factors Affecting Dissonance
Justification
Freedom Of Choice
Investment
Sometimes individuals seek consistency between their
expectations and their reality
This process is called dissonance reduction to bring their
cognitions and actions in line with one another
It allows for a lessening of psychological tension and
distress
Dissonance Reduction
According to Festinger, dissonance reduction can be
achieved in three ways:
i. Change behavior/cognition
ii. Justify behavior/cognition by changing the conflicting
cognition
iii. Justify behavior/cognition by adding new cognitions
Dissonance Reduction
References
Barry J. Babin, Eric Harris, Student Edition 2011, Consumer Behaviour2, Published by South-Western Cengage Learning, USA, Page no. 252-253
Richard L. Oliver, Second Edition 2009, Satisfaction a behavioral perspective on the consumer, published by Library of congress, USA, page no. 6
Sheetal kapoor, Consumer and the market, Published by Indian institute of pubic administration, new delhi, page no.14-16
Richard J Crisp, Rhiannon N Turner, Essential Social Psychology, Second Edition 2010, Library of congress, USA, page no. 114
http://en.wikipedia.org/wiki/Cognitive_dissonance#Reducing_cognitive_dissonance
Thank You