MARK2051 Lecture Notes - Lecture 10: Cognitive Dissonance, Attachment Theory, Brand Loyalty
Lecture 10: Post Purchase & Satisfaction
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- Post%purchase%behaviour:!Process!of!usage,!disposal!and!feedback!learning!about!product!
attributes!post!purchase!!
o Feedback%learning:%Adjustment!product!knowledge/preference!after!usage!
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- Purchase!costs!
o Place!(outlet!selection,!search/travel!cost,!context!effects!
o Payment!!
o Product!delivery!(transport!cost)!
- Usage!
o Deriving!utility!from!a!product!
o Capacity!of!product!to!reduce!needs!
o Satisfaction:!Experience!of!need!reduction!!
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Document Summary
Post purchase behaviour: process of usage, disposal and feedback learning about product attributes post purchase: feedback learning: adjustment product knowledge/preference after usage. Purchase costs: place (outlet selection, search/travel cost, context effects, payment, product delivery (transport cost) Usage: deriving utility from a product, capacity of product to reduce needs, satisfaction: experience of need reduction. Total benefit: depend on product durability and consumption intensity. Total cost: purchase cost, usage cost, disposal cost. Feedback effects: dissonance effect: doubt/anxiety about correctness of decision due to attribute trade-offs, permanence of decision, personal factors (tendency to experience anxiety) Reduce satisfaction: minimise by changing attitude of chosen product or devalue alternative or reverse choice, cognitive dissonance theory: change in attitude/behaviour if choice made without food justification. Satisfaction effect: satisfaction reinforce behaviour and preferences leading to behaviour: more likely to repeat purchase. Brand loyalty effect: strong affective = difference between loyal customer and habitual/externally motivated repeat purchase behaviour, effect.
