Transcript Post Purchase

Consumer Behaviour,
Second Edition
Martin Evans,
Ahmad Jamal
Gordon Foxall
Cardiff Business School
ISBN:978-0-470-99465-8
Chapters 4, 9 & 10
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1
Consumer Responses to
Marketing Actions: 3
Action, Post Purchase Dissonance, Consumer
Involvement
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Chapters Objectives
• Explain techniques that encourage consumers to act upon
marketing activities.
• Explain impulse buying and customer satisfaction as
important concepts.
• Explain customer satisfaction, its antecedents and
consequences
• Apply cognitive dissonance theory to help explain how
consumers can respond after purchase.
• Explain involvement and discuss implications of levels of
involvement for consumer behaviour and for the
relevance of sequential models of response to marketing
activity.
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3
Sequential Model
Of Marketing
Post-purchase
action
Attitude
Learning
Perception
Attention
Exposure
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Action
•Is the outcome of consumers’ decision
making process
•Is affected by many different factors
Continuum of buying decision behaviour
Think of a low-involvement decision and a
high-involvement decision that you made
recently. To what extent do you think your
decision-making differed in the two
situations?
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Characteristics of limited versus
extended problem-solving
• The act of purchase is affected by many
factors, such as mood, time pressures,
and the context in which a product is
needed.
Sequential Model
Of Marketing
Post-purchase
action
Attitude
Learning
Perception
Attention
Exposure
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10
Post Purchase
Customer Satisfaction, Cognitive
Dissonance, Product Disposal
Customer Satisfaction
• Satisfaction is “an attitude-like feeling of a
customer towards a product or service after it
has been used”.
• Satisfaction is an important concept both for
academics and managers
• It is considered as the essence of success and
focus of becoming a market oriented firm
• Customer satisfaction may be critical to the
levels of repeat purchase (loyalty). Customer
delight may lead to customer loyalty.
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12
Customer Satisfaction and
Disconfirmation
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13
Cognitive Dissonance
A kind of psychological tension resulting from
perceived inconsistencies in cognitions
(Festinger, 1957)
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Increasing or Decreasing Cognitive
Dissonance Using Advertising…
Comparative Advertising
Reproduced by permission of Bird’s Eye, a division of
Unilever Plc. Illustrated by Anthony Burrill.
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16
Reassurance
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© Vauxhall Network Q.
Reproduced by permission
17
Reassurance
You are looked after if
something does go wrong
More concerned with functionality than
image
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Negative Advertising
© Conservative Party. Reproduced
with permission.
A seminal example of negative political advertising attempting to
raise dissonance over the competing political party. Perhaps
unfortunately modern political campaigning seems to mostly ’knock’
the opposition parties.
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Post Purchase: Disposal Behaviour
Includes: throwing away, recycling, selling/swapping, giving away or keeping it
for an extended period of time.
Consumers throw away due to convenience or to make room for new products.
Technological advancements have led to shortened product life cycles for some
products (e.g., mobile phone, computers, printers), which along with a desire to
buy the latest model puts extra pressures on consumers to dispose off their old
products.
Some consumers are chronic keepers -have a large pile of products (e.g., old
monitor, cables) in their attics or cellars.
Some may be kept for their nostalgic value or due to an emotional attachment
(e.g., remind them of a loved one), most of the other items are kept in the hope
of using them some time in the future.
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Consumers’ disposal options
Summary
• Ways of encouraging consumers to ‘act’ and respond
positively after purchase
• Impulse buying is a pervasive and characteristic feature of
most of our purchases
• Customer satisfaction is a post-purchase attitude like feeling
and is an important theoretical as well as practical concept
• Cognitive dissonance can occur before purchase as well as
after purchase and marketing can help resonance
• Consumers can become involved in product categories,
brands, advertisements, communication mediums and even
purchase decisions. Involvement reflects a consumer’s selfrelevance and can be enduring, situational and response driven
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