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Documente Profesional
Documente Cultură
Consumer Behavior: A
Framework
John C. Mowen & Michael S.
Minor
Key Concepts
Satisfaction and How consumers
dissatisfaction complain
Brand Factors that
expectations influence
Equity and complaining
satisfaction Product disposal
Expectation
confirmation Ensuring
Why consumers satisfaction
complain Brand loyalty
A Consumption
Experience. . .
. . . is the
cognitions and
feelings the
consumer
experiences
during the use of
a product or
service
Product use . . .
. . . involves the
actions and
experiences that
take place in the
time period in
which a consumer
is directly
experiencing a
good or service
Assessing Product Usage -
Three Methods
Consumption Frequency measures if
the product used continuously or
discontinuously.
Consumption Amount refers to the
average usage of a product.
Consumption Purpose assesses
whether there is one purpose or
multiple purposes for the product.
The Consumption of
Performance
A consumer performance is an event in
which a consumer and marketer act as
performers and/or audience in a
situation in which obligations and
standards exist.
A Contracted Performance
An Enacted Performance
A Dramatistic Performance
Mood States and the
Consumption Experience
Moods are temporary positive or
negative affective states that may
affect the consumption experience.
Moods have a strong impact on what we
remember and choose
The mood state may impact the evaluation
of the product independent of the actual
quality of the product
Developing Postacquisition
Satisfaction or
Dissatisfaction
Outcomes of A Outcomes of B
≈
Inputs of A Inputs of B
Equity Theory vs.
Expectancy
Disconfirmation
To recover an
economic loss by
getting an
exchange or
refund
To rebuild a
consumer's self-
image
Complaint Behavior Is
Likely to Increase When:
The level of consumer dissatisfaction
increases
The attitude of the consumer toward
complaining becomes more positive
The amount of benefit to be gained
from complaining increases
The firm is blamed for the problem
The product is important to the
consumer
The resources available to the
consumer for complaining increases
Product Disposition . . .
. . . refers to what consumers do with a
product after they have completed their
use of it.
Undivided Brand
Loyalty Indifference