This document summarizes chapters 12 and 13 from a consumer behavior textbook. Chapter 12 discusses decision confirmation and the psychology of consumer behavior, including how consumers seek to avoid disconfirmation after purchases. It also outlines 5 categories that consumers use to judge service quality and a 5-point scale to measure satisfaction levels. Chapter 13 discusses shoppers' motives, types of shoppers, and factors that influence consumer loyalty, such as merchandise quality, price value, and store atmosphere.
2. (12) Consumer Post-
Choice Experience
Decision Confirmation
Psychology of
Consumer Behavior
Customer Judgment of Service
Quality in 5 Categories
5 Faces of Satisfaction Scale
3. Decision Confirmation
• Consumers need to reassure themselves they made the right
decision.
• Consumers always try to avoid disconfirmation.
• Consumers will experience Post-Purchase cognitive dissonance-
AKA Buyers Remorse
• Marketers can avoid Post-Purchase dissonance through the use
of Communication.
4. Psychology of Consumer
Behavior
Satisfaction
• Getting satisfaction is
the ultimate purpose
of consumer behavior
• 2 Steps to gaining
satisfaction:
1. Improve your
products performance.
2. Do not raise your
customers expectations
so high that their
standards
can not be met.
Dis-Satisfaction
• A negative feeling
towards a brand or a
product.
• Dis-Satisfaction occurs
when consumers
expectations are greater
than the actual
experience or quality of
a product.
5. Judgement & Satisfaction
Service Quality in 5
Categories
1. Reliability
2. Responsiveness
3. Assurance
4. Empathy
5. Tangibility
5 Faces of Satisfaction
Scale
1. Dissatisfaction
2. Mere Satisfaction
3. Contentment
4. Enthusiasm
5. Delight
9. Consumer Loyalty
The “What” Factors
• Merchandise Quality
• Assortment
• Price Value
• Store Brands
The “How” Factors
• Ease of Merchandise
• In-store information and
Assistance
• Convenience
• Problem Resolution
• Personalization
• Atmospherics
