Consumer Behavior Topic 2 Economic Models: Consumer Behavior Models; Need Recognition, Search, re!

!purchase "lternative Evaluation, urchase, Consumption, #utcomes $ou personal involvement in the product, service or candidate %ill impact ho% &ou 'u&, order or vote( )e spea* o+ lo% and high involvement( This is a +unction o+ ,ust ho% much searching &ou are %illing to do( -o% involvement products %ould include such things as sugar or salt vs( high involvement such as cars or computers( "nd the price o+ the item does not indicate the level o+ involvement '& the consumer( Some ver& ine.pensive items 'ecome high involvement /i(e(, clothes, gi+ts0( 1actors that ma& lead to %h& people do not 'u& 2( mar*eting +actors: -et me remind &ou o+ the 3! s o+ mar*eting the mar*eting +actors: product, price, promotion, and place( erhaps the product is poorl& priced and thus is too high +or the product categor& or the product is ,ust not a good product( 2( cultural +actors: a classic stud& %as done immediatel& +ollo%ing )orld )ar 44 +or Nesca+e, an instant co++ee( 5uring the %ar %hen man& products %ere rationed, such as co++ee, Nesca+e %as a ver& popular product( 6o%ever %hen the %ar ended, the product lost much share in the mar*et( " taste test revealed that the +lavor %as competitive %ith regular co++ee( )h& then did people consider instant co++ee as in+erior7 6aire devised a stud& in %hich t%o identical shopping lists %ere presented to shoppers %ith onl& one di++erence #ne o+ the lists had regular co++ee %hile the other had instant Nesca+e( Then the su',ects %ere as*ed to descri'e the shopper 'ased on the list( The shopper %hose list included Nesca+e %as descri'ed as a 8la9& house*eeper:( Thus 6aire determined that this %as a cultural pro'lem and his advice to the manu+acturer %as to stress taste( Toda& the pu'lic has not pro'lem %ith instant /in +act ;uic* preparation is considered a positive attri'ute<0 =( social +actors: %hat %ill other people thin* %hat %ill the neigh'ors thin* this has to do %ith social ris*s( Clothes +all into this +actor( Thus in mar*eting certain products associated %ith social ris*s, it is help+ul to have someone +amous %ear them( The classic e.ample is >loria ?ander'ilt %hose ,eans set o++ a revolution( rior to >( ?ander'ilt, ,eans %ere considered %or* clothes and prohi'ited +rom most restaurants, schools, theaters etc( ?ander'ilt, %hose ancestor %as indeed the ro''er 'aron o+ the same name, %as a minor model and clothing designer( She designed a s*in right %oman@s ,ean and mar*eted them as evening, date, dress!up %ear( This %as in the earl& 2ABCs( Toda& ,eans are accepted prett& much an&%here and the price point range +rom )rangler through the top designers( 3( personal +actors: this has to do %ith ho% the individual ma& perceive o+ a product@s appropriateness +or them These considerations include gender, age, educational level( 1or e.ample, in our culture men generall& do not shop +or cosmetics although male s*in is su',ect to the same degree o+ dr&ness and aging as a %oman@s ( " mature +emale ma& +eel that a particular out+it is too &oung +or her or perhaps a s*irt too short( D( structural +actors thin* a'out ho% certain products simpl& %ould not +it into

&our li+e( 4+ &ou live in Ne% $or*, %here %ould &ou store a 'oat7 )here %ould &ou sur+7 )hat a'out the scu'a industr& %here can &ou dive7 Consider ho% %e par* in this cit& %ith one 'umper *issing the ne.t( No% imagine opening a large and heav& SE? 'ac* door there simpl& isn@t room to do so( F( ps&chological +actors reall& has to do %ith %hat limits our minds ma& place on certain categories: a( instinctive +ears humans have a genetic predisposition to +ight +or li+e and that %hich is sa+e( Electric 'lan*ets ma& 'e o+ concern to certain people %ho are +ear+ul that the& ma& 'e electrocuted( The same is true %ith micro%ave ovens as the& contain a small amount o+ radiation( Certainl& cell phones and the potential +or tumors +rom radiation has 'een a concern( Contact lenses, laser e&e surger& all are concerning to some people( '( +ear o+ something ne% computer technolog& %as e.tremel& inaccessi'le to man&, in particular the elderl& so to o++set this +ear, manu+acturers %ould stress ho% simple it %as that even a child could operate it c( +ear o+ large e.penditures o++ course %e are all concerned a'out spending large sums o+ mone& the solution is to tal* a'out the value and not the price o+ the product There are also some con+usions +or the potential consumer that include issues such as 'eing o++ered too man& choices( )hat the computer industr& +ound %as that it %as +ar more e++ective to o++er +e%er models( There ma& also 'e con+usion concerning ho% to estimate value, such as %ith used cars( No% ne% car companies have 'egun o++ering 8pre!o%ned: vehicles %ith %arranties /used cars in the past %ere sold %ith an 8as is: condition and no %arrant&0( Con+usion ma& also e.ist %ith a 8'lurred image: that is, %hen products loo* much ali*e 'ut in +act are di++erent, such as %ith computers( Computers companies 'egan to di++erentiate their products %ith 'randing, such as %ith 8intel inside:( Economic Model )hat economists have contri'uted to the +ield o+ consumer 'ehavior 2( consumption +unction the concept that ever&thing relates to income the availa'ilit& o+ disposa'le income 2( >eorge Gatona ! ! a ps&chological economist developed the +ield o+ 'ehavioral economics, that is the 8human: side o+ economics( Gatona %as interested in measuring consumer con+idence and developed an 4nde. o+ consumer con+idence to measure consumer sentiment a'out the +uture o+ the econom&( The %a& people +eel a'out the econom& ver& much impacts spending( That is i+ the& +eel good, then the& %ill spend more( Several research organi9ations measure these +eelings '& telephone surve&s( 4n general, i+ consumer con+idence goes do%n, then spending goes do%n( =( -a% o+ 5emand ! ! %hen product scarce, it is ver& desira'le( rices %ill go up 'ut eventuall&, as desire is +illed, then demand ma& go do%n, and %ith it, price(

3(

riceH;ualit& relationships people don@t *no% ho% to ,udge ;ualit& and rel& on such surrogate indicators as cost, 'rand name /%hich is reall& a surrogate indicator o+ ;ualit&, the name o+ the retail store, or product, or manu+acturer(

rice Iualit& Relationships Consumers o+ten are not a'le to ,udge ;ualit& so the& %ill use surrogate indicators as su'stitutes( To reall& 'e a'le to ,udge ;ualit&, o+ten &ou %ould need an engineering degree< " 'rand name might 'e used as a su'stitute +or ;ualit& /i(e(, 4BM e;uals ;ualit&0 and a 'rand name can 'e trans+erred to other products via %hat is re+erred to as a Brand E.tension( Moving a name +rom one categor& to another, such as T&lenol, an analgesic and no% leading in the coldH+lue and allerg& categor&( Thin* a'out ho% "rm J 6ammer has moved into ne% categories %ith its po%er name( The pu'lic loo*s +or %a&s o+ ,udging ;ualit&( 4+ there is no 'rand name, then the& ma& use a store name( #r perhaps the countr& %here the product %as manu+actured( #+ course the %orst cue is price &et %e still imagine 8&ou get %hat &ou pa& +or(: 4n this case, it is advantageous +or a compan& to charge the highest possi'le price( But i+ the product is priced too high, then no one %ill 'u& it( 6o%ever i+ it is too ine.pensive, it %ill not 'e purchased either( E.perience and good ,udgment are necessar& in determining ho% to price a product( " stud& pu'lished in the Kournal o+ Consumer "++airs use ratings +rom Consumer Reports and compared these to price as*ing 8do &ou get %hat &ou pa& +or7: The stud& noted a lo% correlation Engel, Kollet, Blackwell developed one o+ the most thorough models o+ Consumer Behavior( 1irst the& identi+ied all the relevant varia'les that e++ect consumers and then the& sho%ed the relationship among these varia'les( Three ma,or categories %ere identi+ied: 2( Environmental 4n+luences a( cultural %hat &ou 'u&, %hat &ou eat culture is learned( 4n "merican %e don@t eat cats or dogs the& are our pets( The same is true %ith insects although insects are consumed in man& countries %orld%ide and are not onl& convenient, economical 'ut also nutritious '( ersonal in+luences consider the people &ou admire and &our opinion leaders and re+erence groups /i(e(, aris 6ilton %h& do people care %here she goes and %hat she does70( 2( 4ndustrial 5i++erences a( consumer resources /time, mone&0 and in+ormation processing a'ilities( The a'ilit& to process in+ormation /i(e(, older people do so ;uite di++erentl& than &ou do0 %ill e++ect the processing or ads as %ell( 1or the elderl& need simpler messages( '( Motivational and involvement /'oth conscious and unconscious0 ! motives certainl& pla& a *e& role role in %hat &ou 'u& is a car +or

transportation or M#RE than transportation7 1or man& a car is a s&m'ol o+ their success( Sometimes there are hidden motives in purchases, such as a men %ho purchase diamonds and +urs to again sho% ho% success+ul the& are( 5iamonds are also a s&m'ol o+ love and longevit&( c( Gno%ledge %hat &ou *no% a'out a product or product categor& %ill clearl& impact 'oth search and purchase 'ehavior( d( "ttri'utes o+ten times can predict 'ehavior as their appears to 'e a connection 'et%een attitudes and 'ehavior( Mar*eters tr& to stud& attitudes to predict 'ehavior attitudes include +eelings and *no%ledge e( ersonalit& and li+est&le =( s&chological rocesses a( in+ormation processing %e are 'om'arded %ith in+ormation ho% does the consumer process and ma*e sense o+ it7

5ecision rocessing Behavior Three decisions occur over time: 2( Need Recognition the a%areness o+ a need the recognition that there is a di++erence 'et%een an ideal state and an actual state /i(e(, this could 'e an internal activation o+ a motive such as 'eing hungr& and seeing someone else eating this is an environmental in+luence and over%eight people are o+ten activated '& the e.ternal( 2( Search +or in+ormation /connected to internal search0 +irst %e chec* our o%n memor& i+ the in+ormation is in our mind( Ne.t %e %ill conduct an e.ternal search '& using mar*eting provided material /i(e(, advertising0 or perhaps %ord! o+!mouth, %hich ma& seem more o',ective( )ith an e.ternal search, %here %e search is o+ten impacted '& our culture, situation, +amil& etc( as %ell as personalit&( 4+ &ou are particularl& nervous a'out ma*ing a 'ad decision, &ou %ill most li*el& do a more thorough search( #ther means '& %hich %e ma& search includes %ord!o+!mouth, +riends as %ith movies0 or perhaps %e rel& on the media critics( There are other means o+ locating o',ective sources, such as Consumer Reports, or the )e'( 4n+ormation rocessing The mar*eter %ill conduct much research to determine %hat the& have that their competitors do not /i(e(, Marl'oro uses a s&m'ol, the co%'o&, not to sa& that this is a macho cigarette 'ut rather that this is a product +or the individualistic the co%'o& represents the "merica ideal the individual %ho lives %ith nature and smo*es though ever&one sa&s not to0 The consumer %ill go through alternatives and loo* +or important attri'utes( " purchase is made in stores or perhaps '& the %e' or the phone( " customer %ill 'e either satis+ied or dissatis+ied and this 'ecomes the post purchase alternative evaluation( 4+ the consumer@s e.pectations are met '& per+ormance, then the& are satis+ied( 4+ the&

are not met '& per+ormance, then the& are dissatis+ied( "dvertising gives the consumer high e.pectations 'ut is that productive7 4t could 'oomerang is the consumer e.pects too much and is disappointed( The last stage o+ in+ormation processing has to do %ith divestments( )hen &ou are +inished %ith a product &ou can get rid o+ it, &ou can sell or &ou can thro% it a%a&( 6o%ever &ou can not treat all products in the same manner( 5ecision rocess Continuum: E S E.tended ro'lem Solving re;uires a great deal or time and thus is a time consuming decision process( This is the sort o+ decision ma*ing that accompanies a high involvement product( - S -imited ro'lem Solving is a ;uic* search usuall& done %hen there are +e% alternatives and the 'rand is recogni9ed( Repeat purchases %hen 'u& a product several times this ma& utili9e: a( repeated pro'lem solving people not %ant to do this ho%ever ma& 'e re;uired the 'rand ma& no longer e.ist '( ha'itual decision ma*ing 2( 'rand or compan& lo&alt& o+ten true %ith cars %ill 'u& the same *ind 'ecause the consumer does not %ant to go through E S 2( inertia resem'les lo&alt& mostl& used %ith - S /sugar, salt0 %here consumers %ill easil& s%itch 4n Consumer Behavior it is important to ma*e the distinction 'et%een TREE lo&alt& and inertia( Special categories or 'u&ing 'ehavior: 2( impulse 'u&ing get emotionall& involved and short circuit the 'rain ,ust 'u& it companies tr& to get &ou to act immediatel& using a high sense o+ urgenc& that &ou need to have it N#) 2( variet& see*ing 'ored and %ant a change 1actors as to i+ &ou go through E S or - S the mar*eter needs to *no% ho% the consumer ma*es a choice( 1or E S, = conditions need to 'e met: 2( the alternatives are di++erentiated /this is the entire idea o+ E S is that &ou thin* alternative 'rands are all di++erent i+ &ou 'elieve the& are all ali*e, then not E S i+ all the same, then - S0 2( &ou have the time availa'le +or deli'eration /i+ little time, then can@t do E S0 =( the degree o+ involvement use the Engle involvement scale 4nvolvement depends on: 2( person 2( su',ect =( situation

Regarding the o',ect some products are high in perceived ris*s /in mar*eting there are F *inds o+ ris*s0 a( per+ormance there is no ris* +actor %ith salt or sugar, 'ut certainl& there is %ith cars and computers '( +inancial &ou could lose mone& %ith the product c( time &ou could %aste time %ith the product d( ph&sical +ear +or ph&sical %el+are medication e( social +ear o+ using the %rong one particularl& true %ith clothes, 'ut certainl& not %ith salt or sugar +( ps&chological &ou thin* &ou should not 'e using this product again, particularl& true %ith clothes t here are ta'oos as %ell such as %ith cigarettes ta'oos e.ist %ith social also Some products are high in all +ears /i(e(, sports car0 %hile some are lo% in all /sugarHsalt0( 4+ the product is high, it %ill re;uire high involvement /i(e(, purchase o+ %ine +or &oursel+ or +or others "( Need recognition /a%are o+ a need0( There is an amount o+ discrepanc& 'et%een an actual state and a desired state( 6o% to activate a need: 2( changed circumstance a( get a ,o' /need car, computer, clothing, so+t%are0 '( get married /need +urniture, applies L%hite goodsM 2( product ac;uisition 'u&ing one product %ill invaria'l& precipitate the purchase o+ others /'u& a house and need +urniture etc(0 =( time haven@t eaten so hungr& 3( product consumption +inish a product and need to replace /+ood, cosmetics0 D( individual di++erences not ever&one is the same some people are more e++ected '& their actual state /their computer 'rea*s vs( desire state a%are o+ something else and %ant it /ne% computer even though the old one is o*0 same %ith g&ms that advertise a desired state 'od& F( mar*eting in+luences the purchase is to activate need and get &ou to need recognition state sho% desired states in advertising activating the need in advertising %or*s on either: a( selective demand demand +or a particular 'rand, or '( primar& demand +or a generic product not 'rand "ssociations are promoter +or primar& demand /i(e(, eggs, mil*, cotton, 'ee+, raisins, por*, potatoes0( Need recognition has to 'e activated to move into a search state( B( Search or re! urchase Search 2( internal search long term memor& 2( e.ternal sometimes &ou can@t do internal i+ this is the +irst time the product is 'eing purchased or i+ purchased previousl& 'ut %ere not satis+ied( The t&pes o+ ris* that %ill impact search ! i+ lo% ris* then use internal Gleene. vs( u++s or high ris* %here &ou ma& need to access an eternal search i+ the ris* is socialHps&chological, then ma& turn to %ord!o+!mouth or an opinion leader #ther ris*s, such as per+ormance, +inancial, time, ma& +ind consumer rel&ing on

Consumer Reports or the )e'( Some people college in+ormation on a regular 'asis in preparation +or a +uture purchase the& conduct on!going research /ie, computer maga9ines, +ashion maga9ines0( Three dimensions o+ search: 2( degree ho% much searching7 Total amount o+ search is a +unction o+ the num'er o+ 'rands research indicates that people are di++erent in the amount o+ search the& %ill engage in the cost o+ ac;uiring in+ormation and the value o+ the in+ormation that is, there is the cost o+ time and mone& to get in+ormation i+ the +ear is that there is a lot to loss and much to gain and the cost is not too high, then search 2( direction the content o+ search %hich 'rands are considered, %hich attri'utes7 =( Se;uence the order used in searching 6o% search: 2( %ord o+ mouth advertising 2( at point!o+!purchase go and loo* at the pac*ageHHproduct =( sales people this is dangerous 'ecause o+ten the& recommend the highest pro+it produt 3( advertising a paid +orm o+ persuasion D( consumer reports o',ective testing F( %e' 'ro%se and +ind discussion groups, %hich is li*e %ord!o+!mouth or perhaps to the %e' page sometimes users %ill rate the product Se;uence o+ search #ne approach is to ta*e a 'rand and stud& it: 2( consider all the salient attri'utes o the 'rand do this +ull& +or one and then move to another processing thoroughl& +rom 'rand to 'rand to 'rand 2( '& attri'utes processing '& attri'utes i+ not enough in+ormation to ma*e a decision, then loo* at the ne.t attri'ute and process +rom attri'ute to attri'ute Things +ound to e++ect search 'ehavior: 5egree, direction, se;uence o+ determinants o+ search 2( situation includes temporal /time0 and social 2( product determinants the *ind o+ product i+ e.pensive, then spend more time real estate agernt sho%s &ou the most overpriced house +irst to sho% &ou 8realit&: a( price '( degree o+ product di++erentiation i+ all the same, not do much searching c( sta'ilit& o+ categor& electronics are al%a&s hanging i+ sta'le, don@t need much search d( goods vs( services %ith services it is di++icult to get in+ormation and must use %ord!o+!mouth /perhaps as* +or re+erences0 =( retail determinants the more similar the product, the less research and alternativel&, the more di++erences, the more search 3( consume determinant depends on *no%ledge i+ *no% a lot a'out a product,

D( F( B(

N( A(

ma& do less searching the search itsel+ re;uires *no%ledge Researchers have studied the inverse 8u: e++ect %here %ith little *no%ledge or a lot o+ *no%ledge, the consumer %ill conduct the most search involvement high involvement product means the most search perceived ris* per+ormance, +inancial time, ps&chological, social i+ lo%, no ris* 'elie+s and attitudes in the Kournal o+ Mar*eting Research, 5uncan, a research, +ound the main +actor impacting search to 'e 'elie+s %hat 'elie+s &ou have /i(e(, do &ou 'elieve that sales people are in+ormed, then do less search0 or i+ &ou 'elieve &ou ma*e important decisions ;uic*l& and this results in regret, then perhaps do more search( "lso %hat &our attitudes to%ard shopping i+ &ou hate to do it, then do less search especiall& 'elie+s a'out the 'ene+its o+ shopping cost o+ search i+ time is valua'le, do less search demographics research sho%s: a( age inverse relationship 'et%een age and shopping older do less 'ecause the& have more e.perience '( high income people do less search 'ecause dollars don@t matter as much c( 'etter education do more search search re;uires education /Consumer Reports are read '& educated0

Evaluative Criteria The attri'utesHdimensions people use to evaluate a product the& can use price, 'rand name, countr& o+ origin( Some o+ these are more important, ore more salient( 6o% important are criteria7 Thin* o+ +ast +ood restaurants %hat attri'utes are salient7 -ocation, speed o+ service, raging +or certain +oods, eas& access value etc( these are the determinant attri'utes( 4t is the ,o' o+ the advertiser to de+ine the determinant attri'ute and stress it in the campaign( Evaluative criteria ma& 'e e++ected '&: a( situation ! so i+ onl& :2D minutes ma& chooser a particular restaurant di++erent i+ more time or i+ ta*ing someone out '( similarit& o+ choice alternatives c( motives: a( utilitarian /rational reason0 so +ocus on utilitarian things li*e price '( emotional or hedonic status and st&le d( involvement an important construct o+ Consumer Behavior i+ high involvement /sports car vs( detergent price, loo*, speed, po%er etc(0 loo* at more evaluative criteria vs( lo% involvement %here perhaps onl& loo* at price e( *no%ledge i+ don@t *no% product categor& then tend to rel& on 'rand /drill perhaps 'u& Blac* J 5ec*er0 'rand 'ecomes a surregate indicator o+ ;ualit& Choice Criteria

re!purchase determining choice alternatives %ith computers it ma& 'e the 'rand( 2( "%areness set all the 'rands in the categor& that consumer is a%are o+ 2( Evo*ed Set all o+ the 'rand that the consumer %ould actuall& purchase =( 4nept set the 'rands that the consumer %ould not 'u& not necessaril& 'ad products, ,ust not right or the consumer 3( 4nert Set %hat is le+t don@t *no% enough to 'e either in +avor o+ or against it D( Ena%areness set don@t *no% it e.ists Con+used image enough advertising that the consumer *no%s the product e.ists ut not an&thing a'out it There is a lot o+ research on the Evo*ed set this is interesting to mar*eters ho% large the Evo*ed set sometimes %ith certain product categories is large even i+ high involvement /such as 'eer0( 4+ the consumer is e.tremel& 'rand lo&al, then the evo*ed set %ill 'e small perhaps onl& one 'rand smo*ers@ evo*ed set is small( )ith perceived ris*, the correspondence %ith evo*ed set is inverse that is, more ris*, smaller the evo*ed set ! i+ reall& nervous a'out some product categor&, a consumer ma& have an evo*ed set o+ one( #vert search the amount o+ search time positivel& correlates, that is the 'igger the evo*ed set, then the longer the time needed to consider( Evaluative Criteria: 6o% consumers ma*e choices %e@re alread& considered attri'utes considered %hen selecting colleges /reputation, +acult&, courses, tuition, location0( T%o *inds o+ rules that consumers ma& consider and are studied: 2( compensator& decision rules /compensation0 so even i+ the product does not do %ell on one o+ these things, then other categories that it does do %ell in, %ill compensate( 1ish'ein model /ps&cholog&Hsociolog&0( 2( Non!compensator& rules attri'ute can not compensate +or another a( Con,unctive rule consumer have cuto++sHminimums on each attri'ute i+ it +ails on an&one o+ those, it is out o+ consideration /i(e(, 'u&ing a house must have = 'edrooms, 2 'aths, garage and 'e under ODCC,CCC(0 minimall& accepta'le level +or cut o+ point +or each attri'ute i+ product +alls 'elo% cut o++ point +or an& attri'ute, then it is out o+ the running '( dis,unctive rule minimall& accepta'le levels, ho%ever i+ the 'rand meets or e.ceeds the cut o+ on at least one attri'ute, it %ill 'e consideredHaccepted c( le.icographic rule /le.icon0 determine the most important attri'ute and choose the product that 'est +ul+ills this ran* attri'utes and compare alternatives i+ tie then consider ne.t important attri'ute "pplied research 'ased on Consumer Behavior and choice +ound that i+ &ou as* people to choose 'et%een 2 things, people go +or the mean /i(e(, cheap product and middle price

produce or 'et%een cheap, middle price and e.pensive people pre+er the middle0 urchase Considerations include: 2( %hen to 'u& ! These are considered i+ this is a +ull& planned purchase /recognition to search to pre purchase alternative evaluation to purchase0( But %hen this is an unplanned purchase /DCP o+ purchases are impulsive0 then choice is not 'ased on pro'lem solving( #'viousl& i+ this is an impulsive, or hedonic, and gives &ou pleasure, %hich is a characteristic o+ impulse 'u&ing spontaneit& e.citement the compulsion to haveHo%n it most li*el& little time is spent in consideration and search( Mar*eters tr& to manipulate the varia'les so that &ou %ill 'u& on impulse( Thin* a'out the design o+ the store that is created to encourage &ou to shop( The retail atmosphere encourages this '& placing the escalators such that &ou have to %al* through a portion o+ the +loor 'e+ore going up the ne.t level( 2( ho% to 'u& =( %here to 'u& a store or not7 Some people en,o& the retail e.perience %hereas others pre+er the ;uiet o+ on!line purchases 3( %hat to 'u& Eltimatel&, the outcome is satis+action or dissatis+action Bu&er@s regret or cognitive dissonance /1estinger0 1estinger +ound that once &ou ma*e a decision especiall& i+ it is a 'it decision, &ou ma& 'e a+raid that &ou made the %rong choice and regret it( Consumers tr& to con+irm that the& have made the right choice( "+ter a purchase the& ma& notice the ads +or the product, notice others %ho use the product /are the& li*e the 'u&er70 and thus see* con+irmation o choice( Research has con+irmed that %hen a mar*eter calls a+ter a purchase, particularl& a high involvement purchase such as a car, to chec* satis+action %hen the 'u&er is the most vulnera'le, the call acts as con+irmation and also guarantees customer lo&alt&( Mar*eters care a'out satis+action this is Relationship Mar*eting having a relationship %ith the customer( Consumer Behavior #d&sse& /2AFN0 2( sacred vs( pro+ane consumption sacred is signi+icant and po%er+ul much more than the consumption itsel+( )ith sacred there is: a( ritual rituals have arti+acts o+ten products %hen &ou retire o+ten given a gold %atch /an arti+act0 this %atch has more meaning than simpl& a %atch( "lso consider a %edding go%n, or ?alentine cand& or even %atching +oot'all and eating pi99a and drin*ing 'eer

'( pilgrimage places have signi+icance restaurant %here had +irst date or proposed or hotel or a home /Elvis and >raceland0 c( ;uintessence some o',ects 'ecome special to people 'e&ond the o',ect itsel+ such as a S%iss "rm& *ni+e or a Mont Blanc pen, or a car d( collecting ma*es them sacred /i(e(, 'ottle caps, matches0( 2( Compulsive consumption e.cessive can disrupt and destro& a li+e /ie(, gam'ling, shopping0 "gain, the outcome is either satis+action or dissatis+action( There is an entire Kournal devoted to the stud& o+ consumer satis+action and ho% to measure it( Most de+initions o satis+action revolve around the de+inition 8i+ it meets or 'eats &our e.pectation, then Q satis+action( E.pectanc& 5iscon+irmation Model pre purchase e.pectations vs( actual outcome( 4+ &ou as* people to rate things, the& %ill usuall& rate high, so the results are not ver& accurate( E.pectations are not help+ul either /i(e(, i+ &our %ait at the ost #++ice is shortened &our satis+action ma& 'e higher 'ut &our e.pectations %ere unrealisticall& lo%0( The research on satis+action loo*s at %hat &ou e.pected and i+ &ou had high e.pectations, &ou ma& 'e dissatis+ied( 2( positive discon+irmation product did 'etter than e.pected 2( simple con+irmation per+ormance e;ualed e.pectation =( negative discon+irmation per+ormance %as less than e.pected The dou'le edge s%ord is that i+ advertising gives &ou too high o+ an e.pectation, &ou %ill 'e dissatis+ied, 'ut i+ it is too lo% &ou %on@t 'u& the product( "nderson a research, addressed this he said give the 'u&er high 'ut not immeasura'l& high e.pectations( 4t is o* i+ the actual e.perience is slightl& lo%er than the e.pectation, and cognitive dissonance %ill 'ring &ou up 'ut i+ it is too high, then e.tremel& dissatis+ied( 4+ a customer is dissatis+ied onl& DP %ill complain to others( More %ill complain to the retailer via the net or store( Thus the %ord o+ mouth is negative and as %e *no%, %ord! o+!mouth spreads e.ponentiall&( Complainers tend to have a higher education, higher income and are &ounger( )hat percent o+ complaints are resolved satis+actoril&7 FCP Complaint Behavior ! This is a +unction o+ %hether &ou thin* that the complaint %ill %or* and also ho% di++icult is it to see* redress( 4+ the consumer has had a success+ul resolution in the past the& are more li*el& to complain( There is an entire +ield involved in +inding %a&s to satis+& the customer(