MKG 310 Chapter Notes - Chapter 18: Relationship Marketing, Brand Loyalty, Electronic Waste
Document Summary
Postpurchase dissonance: a common consumer reaction after making a difficult, relatively permanent decision. Consumption guilt occurs when negative emotions or guilt feelings are aroused by the use of a product or a service. Use innovativeness refers to a consumer using a product in a new way. Product nonuse occurs when a consumer actively acquires a product that is not used or used only sparingly relative to potential use p. 615. A consumer-to-consumer sale occurs when one consumer sells a product directly to another with or without the assistance of a commercial intermediary. Instrumental performance relates to the physical functioning of the product. Symbolic performance relates to aesthetic or image-enhancement performance. Affective performance is the emotional response that owning or using the product or outlet providers p. 623. Repeat purchasers continue to buy the same brand though they do not have an emotional attachment to it. Switching costs are the costs of finding, evaluating, and adopting another solution.
