Midterms: Lesson 8 Cons. Journey World of Technology

• 2 Keys “Marketing Places of Interest

  1. City of Post-Purchase Behavior
  2. World of Technology
• true or false: the post-purchase behavior of consumers

   determines whether they will buy again, whether they will come back and complain or whether they will tell their friends, family, and even consumer protection organizations about their bad experience with the product.

  true
• 2 factors in post-purchase behavior

  1. quality
  2. evaluate
• it is the substitute for the word good

  quality
• it is the standard of something as measured against other things of a similar kind; the degree of excellence of something.

  quality
• it defines as fully satisfying agreed customer requirements at the lowest internal price.

  quality
• it is defined as conforming to requirement.

  quality
• true or false: quality is objective because there is no absolute measure of quality.

  false, it is subjective
• this is a process of comparing the outcome with the previous expectation of the product, the result is an estimate of the quality of the product, whether satisfied or dissatisfied

  evaluate
• it is used in measuring satisfaction and dissatisfaction.

  Disconfirmation Paradigm
• 2 Variable in the Disconfirmation Paradigm

  1. Pre-purchase expectations
  2. Post-purchase Disconfirmation
• Types of Disconfirmation

  1. Positive Disconfirmation
  2. Satisfaction
  3. Negative Disconfirmation
• -the product performs better that expected

  Positive Disconfirmation
• the product performs better that expected

  positive disconfirmation
• it matched the expectation

  satisfaction
• the product performs worse than expectation

  negative disconfimation
• true or false: The greater the positive disconfirmation, the greater the satisfaction, and if the difference between the two is large enough, then the consumer feels delighted.

  true
• it is the physical or psychological condition of an individual that may lead to an interruption in planned behavior.

  affective states
• 4 Affective States

  1. Delight
  2. Satisfaction
  3. Acceptance
  4. Dissatisfaction
• this occurs when either performance of the product falls between the individual’s ideal and desired level of performance called the

  disconfirmed experience of delight.
• when the consumer expected to be delighted called

  confirmed experience of delight
• this occurs when product performance falls between desired and predicted level in positive indifference

  disconfirmed experience of satisfaction
• when the person expected to be satisfied

  confirmed experiece of satisfaction
• occurs when product performance falls between the person’s predicted and minimum tolerable level of expectation

  disconfirmed experience of acceptant
• when the person expected the performance to be no more than satisfactory


  confirmed experience of acceptance
• this is when product performance fall between the minimum tolerable and the worst imaginable levels of expectation,

  disconfirmed experience or dissatisfaction
• If the consumer expected to be dissatisfied, it is called

  confirmed experience of dissatisfaction
• 4 Consequences of Post-Purchase Evaluation

  1. Repurchase
  2. Complaint
  3. Word of Mouth Recommendation
  4. No change of behavior at all
•  it occurs when people are satisfied, either because friends or family ask about the product, or because the individual is sufficiently delighted to want to share the positive experience.

  word of mouth reccomendation
• it is the tension caused by holding two conflicting pieces of information at once.

  cognitive dissonance
• • is a way of relieving one’s feelings, releasing the anger and frustration that is often felt when a purchase does not go according to plan.

  complaining behavior
• it is a way of reducing cognitive dissonance

  complaining behavior
•  the complainer tells friends, family, or anyone else who will listen about the failure on the part of the supplier.

  private complaints
•  almost always a clear indicator that the customer was satisfied with the product.

  repurchase
•  these are complaints made directly to the supplier .

  voiced complaints
•  the act of involving someone other than the complainer

  third-party complaints
• Technologies in Marketing Place

  1. Artificial Intelligence
  2. Robotics and Unmanned Aerial Vehicles/ Drones
  3. Virtual Reality and Augmented Reality
  4. The Internet or Things (IOT)
  5. Mobile
• this is used the we as consumers are engaging with brands across an increasing number of touch points from websites and social media, to in-store, mobile and tables.

  mobiles
• is the network of physical devices, vehicles, home appliances and other items embedded with electronics, software, sensors, actuators, and connectivity which enables these things  to connect and exchange data, creating opportunities for more direct integration of the physical world into computer-based systems, resulting in efficiency improvements, economic benefits and reduced human exertions.

  internet of things (IOT)
• is an interactive experience of a real-world environment whereby the objects that reside in the real world are ‘augmented’ by computer-generated perceptual information, sometimes across multiple sensory modalities.

  augmented reality