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Understanding the Decision process - Coggle Diagram
Understanding the Decision process
Consumer
Has a Need
Is willing to make an exchange based on the need or want
Consumption
Has a want
Value
When consumers make decisions, it gives a product or service value.
Based upon the emotions associated with the consumption process
Positive emotion
Consumer satisfaction trends positively
Negative emotion
Consumer satisfaction trends negatively (dissatisfaction)
Value is based on:
Anticipation
The eomotion associated with the a decision about to be made
Experience
The emotion associated with a decision presently being made
Evaluation
The emotion associated with a decision having already been made
Expectancy/Disconfirmation
Customers hold specific levels of expectations for the consumption process
The difference between the reality and the expectations of the consumption process determine customer satisfaction
Normative
What the consumer is used to
Equitable
"You get what you pay for"
Ideal
What the consumer wants to happen
Predictive
Legitimate predictions