台大消费者行为cb 04 post purhcase.ppt

POST-DECISION PROCESSES
Overview
Post-Decision Dissonance
Consumption Behavior
Consumption Experiences
Post-Consumption Evaluations
Disposition
Post-Decision Dissonance
Doubts about product choice fort attempts to justify choice through:
confirming evidence
denial or minimization of downsides
support from others
modification of beliefs
Is likely to occur when:
there is more than one attractive alternative
the decision is important
Blackl, iniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserve
Knowing how many and which consumers fall into the user and nonuser categories
Size of user market is one indicator of market attractiveness
Size of nonuser group speaks to future growth opportunities
Characterized along many dimensions
Consumption Behavior
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Entire Population
Users
Nonusers
Where is it consumed?
•Heavy Users
•Moderate Users
•Light Users
When is it consumed?
•Usage 1
•Usage 2
•Situation A
•Situation B
•Proximity to purchase
•Time of day
How is it consumed?
How much is consumed?
When does Consumption Occur?
How much time passes between purchase and consumption?
What time of day is product used?
When in the year or during which season is product consumed?
How is the Product Consumed?
How is the product prepared?
Is it consumed alone or with other products?
Is it used as intended or have consumers invented a new use?
How Much Is Consumed?
Consumers may be similar in what they consume, but different in how much they consume
Usage volume segmentation: heavy, moderate, and light users
Firms can encourage consumption or change amount consumed
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumption Behavior
When does Consumption Occur?
Consumption Experiences: How Does It Feel?
Positive o