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Week 9 - Coggle Diagram

- - - - We are not very good at predicting how we would feel in the future
      - We overestimate intensity and the duration of the emotional impact of these outcomes. Partly due to focusing too much on the event in question and not enough on the consequences of other future events
- - - - Repeat purchase
      - Positive word of mouth
      - Customer loyalty
    - - Switching behaviour
      - Negative word of mouth
      - Complaints
      - Returns
  - - - Expectancy disconfirmation model: consumers compare performance to expectations and asses accordingly
        
        Defines satisfaction in terms of the difference between product/service expectations and perceived performance
        
        If performance matches or exceeds expectations: satisfaction
        
        Performance below expectations: dissatisfaction
        
        Expectations can be based on external sources, or prior experience with similar offerings
        
        Implication for marketers:
        
        Expectations can be based on advertising claims
        
        Satisfaction paradox for marketers: create sufficiently high expectations to encourage trial, but not so high to encourage dissapointment
        
        Set realistic expectations: accurate and achievable
        
        Prompt consumers to use right reference point/standard of comparison
    - - Attribution theory
        
        How individuals find explanation for events
        
        When customers are unhappy with a product outcome, they wuill attemt to find an explanation: attribute the failure to some cause
        
        The explanation/attribution is influenced by the following factors:
        
        Stability: is the cause of the outcome temporary or permanent
        
        Focus: is the problem consumer or marketer related
        
        Controllabillity: is the outcome under the marketers or consumers control?
        
        Implications: Consumers will be more forgiving if:
        
        The problem is seen as temporary
        
        The outcome is seen as non marketer related
        
        The outcome is seen as outside the firm's control
        
        Self Serving bias:
        
        When something goes wrong, we tend to make external attributions (someone else's fault). When things go well we tend to credit internal attributions (my credit)
    - - Equity theory
        
        Consumers compare ratio of own outcomes/input to those of exchange partners or other consumers
        
        Consumers believe that ration of inputs to outputs should be fair.
      - Should consumer dissatisfaction be voiced?
        
        Yes, companies then can solve mistakes or shortcomings
    - - An uncomfortable feeling of anxiety consumers experience after making a purchase decision if they fer they might have made the wrong choice.
      - Based on Festinger's theory of cognitive dissonance