Consumer Satisfaction Or Dissatisfaction

Presented By

Bazega Sakharkar

M. Sc. I RM and Ergonomics

SNDT University, Juhu

2013-14

ContentsIntroductionTheory Of Disconfirmed ExpectationsPost Purchase DissonanceFactors Affecting DissonanceDissonance Reduction

Consumer satisfaction is a mild, positive emotional state resulting from a favorable appraisal of a consumption outcome.

Consumer dissatisfaction can be defined as a mild, negative affective reaction resulting from an unfavorable appraisal of a consumption outcome.

Introduction

Satisfaction • Positive

Dissatisfaction • Negative

Definition “If the product matches expectations, the consumer is

satisfied; if it exceeds them, the consumer is highly satisfied; if it falls short, the consumer is dissatisfied.”

--Philip Kotler “A judgment that a product or service feature, or the

product or service itself, provided (or is providing) a pleasurable level of consumption-related fulfillment, including levels of under-or over-fulfillment.”

--Oliver

Introduction

Introduced by Leon Festinger Consumers enter into a consumption experience with

predetermined cognitive expectations of a product’s performance.

These expectations are used as a type of benchmark against which actual performance perceptions are judged.

Theory Of Disconfirmed Expectations

Positive Disconfirmation

When performance is more positive than what was expected

Leads to consumer satisfaction

Negative Disconfirmation

When performance perceptions do not meet expectations

Leads to dissatisfaction

Theory Of Disconfirmed Expectations

Finally, if performance perceptions exactly match what was expected, confirmation or neutral disconfirmation is said to

occur.

Introduced by (Oliver,

1980; Spreng et al. 1996).

Expectations

Performance Perception

Disconfirmation Satisfaction

Model Of Disconfirmed Expectations

Post Purchase Dissonance

Making

Decisions

To Purchase

Expose To Information

That Perceive To Support

Choices, And Avoid

Information Which Is Likely To Rejected

May Feel UneasyAbout

Acquiring The

Drawbacks Of The Chosen

Brand And About

Losing The Benefits

Leads To At

Least Some

Post

Purchase

Dissonance

Dissonance may increase because:i. Expensiveii. Similarity between the item selected and rejectediii. Decision is very important

Factors Affecting Dissonance

Justification

Freedom Of Choice

Investment

Sometimes individuals seek consistency between their

expectations and their reality

This process is called dissonance reduction to bring their

cognitions and actions in line with one another

It allows for a lessening of psychological tension and

distress

Dissonance Reduction

According to Festinger, dissonance reduction can be

achieved in three ways:

i. Change behavior/cognition

ii. Justify behavior/cognition by changing the conflicting

cognition

iii. Justify behavior/cognition by adding new cognitions

Dissonance Reduction

References

Barry J. Babin, Eric Harris, Student Edition 2011, Consumer Behaviour2, Published by South-Western Cengage Learning, USA, Page no. 252-253

Richard L. Oliver, Second Edition 2009, Satisfaction a behavioral perspective on the consumer, published by Library of congress, USA, page no. 6

Sheetal kapoor, Consumer and the market, Published by Indian institute of pubic administration, new delhi, page no.14-16

 Richard J Crisp, Rhiannon N Turner, Essential Social Psychology, Second Edition 2010, Library of congress, USA, page no. 114

http://en.wikipedia.org/wiki/Cognitive_dissonance#Reducing_cognitive_dissonance

Thank You