MKT 400 Lecture Notes - Lecture 7: Customer Satisfaction, Product Classification, Liquid Oxygen

• School: Ryerson University
• Department: Marketing
• Course: MKT 400
• Professor: Steven Chuang

Document Summary

Situations and consumer reactions: temporal factors, antecedent conditions, physical environment. Consumption meaning, and transference: meaning transference: process through which cultural meaning is transferred to a product and onto the consumer. Lo3: know that emotions other than satisfaction can affect post-consumption behaviour: other post-consumption reactions, delight, disgust, surprise, exhilaration, anger. Predictive -> what a consumer thinks will occur. Normative -> what a consumer thinks should happen given past experiences. Equitable -> expectations formed regardless of what they think should happen. Ideal -> what a consumer really wants to happen: sources of expectations, word-of-mouth, experience, advertisements, personal factors. Equity theory and consumer satisfaction: equity theory: proposes that consumers cognitively compare their own level of inputs and outcomes to those of another party in an exchange, consumer satisfaction -> fairness perceptions affect satisfaction. Inequitable treatment -> service providers should be aware of how customers are treated in public so that all consumers perceive they are being treated fairly.