Consumer satisfaction or dissatisfaction

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Consumer satisfaction or dissatisfaction

  1. 1. Contents Introduction Theory Of Disconfirmed Expectations Post Purchase Dissonance Factors Affecting Dissonance Dissonance Reduction
  2. 2.  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
  3. 3. 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
  4. 4.  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
  5. 5. 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).
  6. 6. Expectations Performance Perception Disconfirmation Satisfaction Model Of Disconfirmed Expectations
  7. 7. 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 Uneasy About 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. Expensive ii. Similarity between the item selected and rejected iii. Decision is very important
  8. 8. Factors Affecting Dissonance Justification Freedom Of Choice Investment
  9. 9.  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
  10. 10. 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
  11. 11. 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_cogniti ve_dissonance

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