CDM model What after purchase Consumer dissonance factors Parameters of satisfaction of a customer Post Purchase Dissonance Dissonance consequences KFC Zomato Volkswagen Covid Warriors and Vaccination Pepsodent toothpaste Ana Ivanovic Rolex Churn

2. MKT501 MARKETING MANAGEMENT
Knock Knock ??
CONSUMER DISSONANCE
•Role of purchase
• Post Purchase process

3. CONSUMER DISSONANCE

4. MKT501 MARKETING MANAGEMENT
Problem Recognition
CONSUMER DISSONANCE

5. MKT501 MARKETING MANAGEMENT
Information Search

6. MKT501 MARKETING MANAGEMENT
Evaluation of Alternative

7. MKT501 MARKETING MANAGEMENT
Example of Evaluation Criteria
Tangible Attitude Intangible Attitude
Vistara Airlines vs Indigo Airlines
InTangible Attitude
Tangible Attitude

8. MKT501 MARKETING MANAGEMENT
Purchase Decision
Brand
Dealer
Quantity
Timing
Payment
method
Purchase
subdecisions

9. MKT501 MARKETING MANAGEMENT
Steps between
Evaluation of
Alternatives and
Purchase
Decision

10. MKT501 MARKETING MANAGEMENT
Post Purchase Decision
Delighted
Satisfied
Dissatisfied
Loyal
Stay or Go
Defect

11. MKT501 MARKETING MANAGEMENT
Post Purchase Decision

18. News - Dissonance is uncomfortable

19. News - Avoid situations
CONSUMER DISSONANCE

20. Buyer Remorse
 Buyer's remorse is the sense of regret after having
made a purchase.

21. Survey Results

22. Survey Results

23. Remorse Intensity

24. Example
 Birthday Celebration @25
 Purchase of a house

25. Conditions Leading to
Dissonance
Dissonance is likely to occur under following conditions:

Minimum threshold of dissonance is passed. Consumers may tolerate
a certain level of inconsistency in their lives until the point is reached

The action is irrevocable. Consumers may not reverse a decision
when they have purchased a car

Unselected alternatives have desirable features

There are several desirable alternatives

Available alternatives are quite dissimilar in their qualities

There is no pressure applied to the
consumer to make the decision

26. Postpurchase Dissonance
• The degree of commitment or irrevocability of the
decision
• The importance of the decision to the consumer
• The difficulty of choosing among the alternatives
• The individual’s tendency to experience anxiety

27. Reduce Dissonance
 After the purchase is made, the consumer may
utilize one or more of the following to 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

28. Quiz-Identify how dissonance
is being reduced

29. Dissonance Reduction
There several ways in which consumer strives
to reduce dissonance.
These include:

Change the evaluation of alternatives

Seek new information to support his choice

Change his attitudes

30. https://hbr.org/2017/03/whats-the-value-of-a-like

31. https://youtu.be/NTqBhdUnisI

32.  https://www.youtube.com/watch?v=y__S0g-
q0pw&feature=youtu.be 7 principles of customer satisfaction
 https://www.youtube.com/watch?v=yu28H2rP_fM&feature=yo
utu.be Uber | UberRUSH
 https://www.youtube.com/watch?v=s4DY7KClkfQ&feature=e
mb_logo Finding the Moments of Truth: Customer Journey
Mapping to Better Serve Your Customers
 https://www.youtube.com/watch?v=3JHRp2XAMCI&feature=e
mb_logo Marketing is Dead. Only Moments Matter
 https://youtu.be/J2UWJgjszPg
 https://youtu.be/PzNbPLD-V2Y
 https://youtu.be/MPE0OqS1TIk
 https://hbr.org/2016/05/online-retailers-should-care-more-
about-the-post-purchase-experience
 https://youtu.be/VDwgsoQyEJs
 https://youtu.be/_nZNXY2bwKI
 https://youtu.be/dr00TrsG_eo

33. Comparative Advertising

34. CONSUMER DISSONANCE

35. Reassurance Ad

36. Example
CONSUMER DISSONANCE

37. Reassurance
You are looked
after if something
does go wrong

38. Negative Advertising
A seminal example of negative political advertising attempting to raise
dissonance over the competing political party. Perhaps unfortunately
modern political campaigning seems to mostly ’knock’ the opposition
parties.

39. Consumption guilt
 Consumption guilt - when guilt feelings are
aroused by the product/service use.
 Marketers needtofocus on validating
the consumption for “high
guilt” products.

40. Survey Results
CONSUMER DISSONANCE

41. India Today Survey
https://www.indiatoday.in/education-today/jobs-and-careers/story/8-things-about-indian-consumers-1083672-2017-11-10

42. Marketers
Reaction

43. Disposition

44. The Evaluation Process

45. Determinants of Satisfaction
and Dissatisfaction
 Instrumental performance relates
physical functioning of the product.
to the
 Symbolic performance relates to aesthetic or
image-enhancement performance.
 Affective performance is the emotional
response that owning or using the product or
outlet provides

46. Dissatisfaction Responses
CONSUMER DISSONANCE

47. Marketing Strategy and
Dissatisfied Consumers
 Firms need to satisfy consumer expectations
by:
1. Creating reasonable expectationsthrough
promotional efforts, and
2. Maintaining consistent quality so the
reasonable expectations are fulfilled.

48. Focus of Marketing Strategy

49. Target
 Repeat purchasers continue to buy the same
brand though they do not have an emotional
attachment to it.
 Switching costs are the costs of finding,
evaluating, and adopting another solution.
 Brand loyalty involves commitment to the brand
– it is a biased behavioral response
expressed over time.

50. Churn
 A churn is a turnover in a firm’s customer base.
 Reducing churn is a major objective of many firms
today.
 It typically costs more to obtain a new customer than to
retain an existing one, and new customers generally
are not as profitable as longer-term customers!