This document summarizes chapters 12 and 13 of a consumer behavior text. Chapter 12 discusses the thought process consumers go through after making a purchase decision, including decision confirmation, experience evaluation, and satisfaction or dissatisfaction. It also outlines consumers' future responses, such as exiting or remaining loyal to a brand. Chapter 12 concludes with the three R's of product disposal: reduce, reuse, recycle. Chapter 13 examines consumer motives for shopping, including planned, unplanned, and impulse purchases. It identifies the "what" factors like quality, assortment, and price value that influence store selection and the "how" factors such as ease of selection and store atmosphere. The chapter concludes by profiling store brand buyers and their motivations.

1. CHAPTER 12 & 13
OVERVIEW
Hannah Buschjost

2. CONSUMER
POST-CHOICES

3. THE THOUGHT PROCESS
• 1. Decision Confirmation – reaffirming the wisdom one’s decision.
• 2. Experience Evaluation – experiencing the product and realizing
the benefits you gained from it.
• 3. Satisfaction / Dissatisfaction – positive or negative feeling from
outcome of product or service.
Chapter 12

4. FUTURE RESPONSE
• Following the experience of satisfaction or dissatisfaction
• Exit – leaving or exiting from a brand
• Voice – expressing one’s opinion
• Loyalty – commitment to the brand
Chapter 12

5. 3 R’S OF PRODUCT DISPOSAL
Reduce
Reuse
Recycle
Chapter 12

6. CONSUMER MOTIVES OF
SHOPPING
Chapter 13

7. TYPES OF PURCHASES
• Planned – intended purchase
• Unplanned – unexpected purchase
• Impulse – sudden and spontaneous purchase
Chapter 13

8. THE “WHAT” FACTORS
• Merchandise Quality – quality of the brands the store sells (cheap to premium)
• Assortment – number of different items/categories the store carries
• Price Value – best possible prices for the items you purchase
Chapter 13

9. THE “HOW” FACTORS
 Ease of Merchandise Selection
 In-store Information and Assistance
Convenience
Problem Resolution
Personalization
Atmospherics
Chapter 13

10. STORE BRAND BUYING
“WHO” Factors
Lower socio-economic status
Larger families/ families with children
Price sensitive
Comparison shoppers
“WHY” Factors
Motivation to save money
Better value for money
Quality gap not significant
Chapter 13