Chapter 10

• Recycling behavior depends on motivation, ability, and opportunity.
• Post-decision processes involve the dissonance and regret that consumers may experience after acquisition, consumption, or disposition.
• Consumers can learn from experience and marketers need to understand this post-decision process.
• Consumers may experience satisfaction or dissatisfaction with their decisions about acquisition, consumption, or disposition.
• Consumers may respond to dissatisfaction in various ways and marketers need to understand these responses.
• Customer satisfaction alone may not be enough to maintain customer loyalty.
• Consumers may dispose of something, a process that is more complex for meaningful objects, and marketers need to understand consumer recycling behavior.
• Post-decision dissonance is a feeling of discomfort about whether or not the correct decision was made.
• Post-decision regret is a negative feeling that one should have made another purchase, consumption, or disposition decision than one actually did.
• Factors affecting learning from experience include motivation, prior knowledge or ability, ambiguity of information or lack of opportunity, and processing biases.
• Marketing implications of processing bias include top dog strategies, underdog strategies, market leader or brand with a large market share, and lower-share brand.
• Limitation on learning new information during low motivation is beneficial.
• Instigating learning through comparison during low motivation is beneficial.
• Blocking exposure to evidence to avoid consumers from getting new information is beneficial.
• Creating expectations and using promotion to provide actual experience for consumers is beneficial.
• Explaining experience by reinforcing the messages and encouraging consumers to try the brand is beneficial.
• Emotional disposal of a possession is the emotional detachment of a possession.
• Physical disposal of an item is the physical detachment of a possession.
• Satisfaction is when a decision meets or exceeds one's expectations.
• Consumers evaluate the outcomes after making acquisition, consumption, or disposition decisions.
• Thought-based judgments of satisfaction or dissatisfaction can relate to whether consumers' beliefs and expectations about the offering are confirmed or disconfirmed by its actual performance.
• Ways to increase consumers' positive post-decision feelings include providing value-added services and using promotions and special deals.
• Perception of inputs and outputs are exchanged between consumers and sellers.
• Fairness in exchange is the perception that the inputs and outputs of people involved in an exchange are equal.
• Affective forecasting is when consumers tend to be more dissatisfied when a product fails to perform as they thought it would or makes them feel worse than they forecasted it would.
• Responses to dissatisfaction include complaining, responding to service recovery, and engaging in negative word-of-mouth communication.
• Utilitarian and hedonic are dimensions on which consumers are satisfied or dissatisfied.
• Equity Theory concerns about the fairness of exchanges between individuals and helps in understanding consumer satisfaction and dissatisfaction.
• Steps to retain customers include caring about customers, remembering customers between sales, building trusting relationships, monitoring service-delivery process, and providing extra effort.
• Dissatisfied consumers need to cope with feelings of stress.
• Post-decision emotions are emotions experienced while using or disposing of the acquired brands, products, or services.
• Dissatisfaction is when a decision falls short of one's expectations.
• Attribution Theory describes how individuals find explanations for events based on stability, focus, and controllability.