Chapters 4, 9 & 10 Consumer Behaviour, Second Edition Martin Evans, Ahmad Jamal Gordon Foxall Cardiff Business School ISBN:978-0-470-99465-8 Chapters 4, 9 & 10 © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

Consumer Responses to Marketing Actions: 3 Action, Post Purchase Dissonance, Consumer Involvement © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

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. © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

Sequential Model Of Marketing Post-purchase action Attitude Learning Perception Attention Exposure © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

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? © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

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 10 © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

Customer Satisfaction, Cognitive Dissonance, Product Disposal 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. © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

Customer Satisfaction and Disconfirmation © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans 13

Cognitive Dissonance A kind of psychological tension resulting from perceived inconsistencies in cognitions (Festinger, 1957) © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

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. Reproduced by permission of Bird’s Eye, a division of Unilever Plc. Illustrated by Anthony Burrill. © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

Reassurance © Vauxhall Network Q. Reproduced by permission © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

Reassurance You are looked after if something does go wrong © Vauxhall Network Q. Reproduced by permission More concerned with functionality than image © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

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. Photograph: Martin Evans © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

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. © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans

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 self-relevance and can be enduring, situational and response driven 22 © 2009 John Wiley & Sons Ltd. www.wileyeurope.com/college/evans