Post Decision Process

Expectancy disconfirmation model: How does expectancy disconfirmation (1) differ from "expectations→perception" (2)?

Performance - expectations = satisfaction Expectancy disconfirmation differs from "expectation -> perception" in that high expectations can hurt satisfaction (low expectation can increase satisfaction) Whereas, in "expectation -> perception", high expectations can increase satisfaction (low expectations can decrease satisfaction) (high expectation persuade consumers to buy but also affect how a product is used and perceived) (which is why high expectations lead to an increased satisfaction) This is a challenge for marketers because they need to promote the product, but they can't overpromise either (redbull example)

Post-decision decision regret affect on CB

Two components: responsibility (blaming self for the decision) and comparative (perceiving the chosen as inferior) Marketers can reduce likelihood of regret by -decreasing desirability of rejected options -keeping desirability of chosen options high -provide the option to reverse decisions

How is expectancy disconfirmation from simple disconfirmation?

-Simple confirmation is when your actual performance = the expected performance -Expectancy disconfirmation is when your actual performance does not equal the expected performance

Types of Regret

Anticipated Regret: at the point of choice; will I regret choosing this option Post-purchase dissonance: after choice; did I make the right choice? Post-decision Regret: after choice; I made the wrong choice

How does the comparative component influence both anticipated and post-decision regret?

At the point of decision, consumers evaluate a particular option in comparison to other options After the purchase, consumers satisfaction depends on how food the others options could have been (negative experience outcome can be compared to the food potential outcome of the next best) (psychologically unpleasant for both consumers and marketers)

Anticipated Regret: What happens when (before/during choice) the idea of future regret is made salient to consumers?

If marketers make regret salient, consumers will spend more to avoid risk, choose name brand vs bargain options, and make some decision rather than delaying it (people tend to regret inaction more than action) Anticipated regret is higher if feedback is possible (you can find out what could have been) (if you cannot compare, there is a lesser chance to feel regret)

How can responsibility distinguish consumer's regret from their dissatisfaction with the brand?

If we blame ourselves for bad purchases, we're more likely to feel regret and more likely to be satisfied with the the business If we blame the business, we're less likely to feel regret and more likely be dissatisfied with the business

How do positive vs. negative disconfirmation occur? Which feelings do they result in?

Negative disconfirmation: when actual performance is worse than expected (which leads to dissatisfaction) Positive Disconfirmation: when the actual performance is better than expected (which leads to delight) So higher expectations can actually hurt satisfaction and lower expectations can be good

Two major regret components

Responsibility Comparison