mktg 351: post purchase processes

Firms need to satisfy consumer expectations by

Creating reasonable expectations by: 1. creating reasonable expectations thru promo efforts 2. maintain consistent quality so reasonable expectations are fulfilled

How consumer's reduce dissonance

-Increase the desirability of the brand purchased -Decrease the desirability of rejected alternatives -Decrease the importance of the purchase decision -Reverse the purchase decision (return before use)

NPS 3 categories of consumers

1. promoters 2. passively satisfied 3. detractors NPS = Promo - Detractors

Which of the following is NOT an action a consumer may utilize to reduce dissonance?

Increase the importance of alternatives that were not considered in the purchase initially

Net Promoter Score (NPS)

Indirect word-of-mouth(WOM) measure of true attitudinal loyalty

Connie just purchased her first new car, and she's actually feeling a little bad about it. She's concerned about how much money she spent and how long she will be making car payments. She's not sure she made the right choice, either. She liked another car a little better, but ended up purchasing another model. Connie is experiencing _____.

Postpurchase dissonance

Even if a dissatisfied consumer takes no external action, which of the following is likely?

Will have a less favorable attitude toward the store/brand

Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura CSX, which is considerably more expensive, but she really liked it. She was going to her brother's house with her mother, and she asked that her mother drive. She didn't want her brother to see that she had purchased an expensive car for herself. Rebecca was experiencing _____.

consumption guilt

Repeat Customers

continue to buy the same brand though they do not have an emotional attachment to it.

Brand loyalty

involves commitment to the brand - it is a biased behavioral response expressed over time.

Which of the following occurs when a consumer actively acquires a product that is not used or used only sparingly relative to its potential use?

product nonuse

Switching costs

the costs of finding, evaluating, and adopting another solution

Postpurchase dissonance occurs...

when a consumer has doubts or anxiety regarding the wisdom of a purchase made