1. Shopping, buying, evaluating and disposing Solomon et al Ch 9
MS3536 Lecture 10
Shopping, buying, evaluating and disposing
Solomon et al Ch 9

2. Outline Purchase and post-purchase issues Antecedent states
Shopping motives and orientations
Impulse shopping
Post-purchase evaluation
Product disposal

3. Issues related to purchase and post-purchase
Solomon et al (2006) p.300

4. Antecedent states; Situational effects
Mood
Pleasure and arousal
Positive or negative reactions
Consumption situations
Factors beyond the individual and product
Behavioural factors (e.g. entertaining friends)
Perceptual factors (e.g. feeling down or pressed for time)

5. Social and physical surroundings
A consumer’s physical and social environment can make a
big difference in motivating product purchase and evaluation.
Cues can include:
decor, smells and even temperature of a consumer’s surroundings.
the presence or absence of other consumers.
the type of consumer patronising a store.
temporal factors, e.g. time to make purchases.

6. Arnold and Reynolds shopping motives (2003)
Adventure shopping - to seek stimulation, adventure, and feelings of being in a different world.
Social shopping - for enjoyment of shopping with friends and family, socialising while shopping and bonding with others.
Gratification shopping - for stress relief, to alleviate a negative mood and as a special treat to oneself.
Idea shopping - for keeping up with trends and new fashions and to seek new products and innovations.
Role shopping - for getting enjoyment as a consequence of shopping for others.
Value shopping (reflecting shopping for sales, looking for discounts, and hunting for bargains).

7. Shopping orientation The economic shopper The personalised shopper
The ethical shopper
The apathetic shopper
The recreational shopper

8. Impulse buying
A sudden but powerful and persistent urge to buy a product offering immediately with diminished regard to the consequences of buying the offering (Rook, 1987)
As per Rook (1987), it is relatively extraordinary, exciting, emotional rather than rational and is likely to be perceived as bad rather than good

9. Four Styles of Impulse Buying
Accelerator Impulse
Driven by a desire to stock up for a future need
Compensatory Impulse
Occurs when a consumer feels down and low in self esteem and uses purchase as a reward
Breakthrough Impulse
To resolve some sort of emotional conflict
Blind Impulse
Buying with no apparent impulse
Bayley & Nancarrow (1998)

10. Four Forms of Impulse Buying
Pure Impulse Buying
Sudden grounds of novelty or escapism
Reminder Impulse Buying
The item is suddenly remembered as a wanted item
Suggestion Impulse Buying
Consumer goes through a rapid evaluation
Planned Impulse Buying
Where the customer intends to buy but the what question is not decided prior to the shopping trip
Stern (1962)

11. Airport Impulse Buying
Effect
Illustration
The holiday effect
Consumer is going on holiday with high levels of excitement and more disposable income is at hard than normal
The family effect
Consumers think of buying gifts for family and friends
The guilt effect
Business travellers buying for spouse and children to compensate for loss of family time due to business travel
The reward effect
Consumers’ self indulgence
The occasion effect
Easter, Christmas, Mother’s Day, Birthday, etc.
The exclusivity effect
Only being able to buy certain products in specific travel related environments, e.g. airport
The effect of forgetting
Forgetting to bring an item such as an umbrella
The effect of confusion
Information overload causing impulse buying
The effect of disposing
Wanting to get rid of some foreign currency

12. Post-purchase 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

13. Antecedents of Customer Satisfaction 1
Disconfirmation paradigm
Disconfirmation is the difference between pre-purchase expectations (belief about anticipated performance) and post-purchase beliefs (how well the product actually performed)
Positive disconfirmation
When perceived performance exceeds customer satisfaction (customer feels satisfied)
Negative disconfirmation
When perceived performance falls short of expectations (customer feels dissatisfied)

14. Antecedents of Customer Satisfaction 2
Equity
“A fairness, rightness or deservingness judgement that consumers make in reference to what others receive” (Oliver, 1997)
Consumers feel satisfied when they perceive fair (i.e. equitable) treatment
Attributions
Customers feel satisfied when they attribute favourable outcomes to themselves and negative to others (Oliver, 1993)

15. Consequences of Customer Satisfaction
Complaining behaviour
This allows consumers to get rid of their anger and frustration
Consumers are likely to complain when:
1. They attribute blame to someone else
2. When they experience a strong dissatisfying experience
3. When there are greater chances of redress
4. When consumers have the right level of ability and motivation to complain (e.g. time, monetary, word of mouth)

16. Cognitive Dissonance
A kind of psychological tension resulting from perceived inconsistencies in cognitions
(Festinger, 1957)

17. Dissonance Reducing Strategies in Smoking
1. Change one’s behaviour
Stop smoking
Change to smoking cigar or pipe
2. Distort the dissonant behaviour
Refuse to accept cancer connection
3. Minimise the importance of the
issue
To say there is more chance of death in a car crash
4. Ignore dissonant information
and seek consonant information
Seek social support

18. Unethical Reassurance from Marketers
Overcoming dissonance: healthy woman smoke (seeking social support) and it’s good for you! Using positive cognitions.

19. Comparative Advertising

20. Reassurance

21. Product disposal Product disposal occurs when:
the products have fulfilled their designated functions.
the products no longer fit with the consumer’s view of themselves.
Recycling is becoming more important as consumers’ environmental awareness increases.
Lateral cycling occurs when objects are bought and sold second-hand.

22. Consumers’ disposal options
Figure Source: Adapted from Jacob Jacoby, Carol K. Berning and Thomas F. Dietvorst, ‘What about disposition?’, Journal of Marketing 41 (April 1977): 23.

23. Required reading….
Bayley, G. and Nancarrow, C. (1998) “Impulse purchasing: A qualitative investigation of the phenomenon”, Qualitative Market Research, Vol.1, No.2, pp
Crawford, G. and Melwar, T.C. (2003) “The importance of impulse purchasing behaviour in the international airport environment”, Journal of Consumer Behaviour, Vol.3, No.1, pp