RCS Study Guide 2.docx

Chapter 6 POST_PURCHASE PROCESSES CONSUMPTION BEHAVIORS When does consumption occur? Where is it consumed? How is it consumed? How much is consumed? ? Consumption Norms -Informal rules that govern our consumption behavior - Ex: Christmas, wear red and green; Interviews, wear suits ? Consumption Rituals -?Customary, formalized, ceremonial acts of rites.? - A ritual prepares individuals/ groups to participate in a transcending (sacred) experience or to interact with an object that sets them apart from every day life experience -Ex: Tiffany?s rings, Quinceanera, College football, Chinese New Year, Cinco De Mayo ? Compulsive Consumption -An uncontrollable drive or desire to obtain use, or experience, which leads an individual to repetitively engage in a behavior -This behavior ultimately causes harm to the individual and others -Experienced from the buying or consumption process rather then possession products ? Strategies to Increase Consumption -Enhance frequency using campaigns - Ex: ?Im Lovin It?, ??Got Milk??, ?Beef, Its whats for dinner? - Enhance frequency by modifying products - Wine taste champagne, small sized camera -Encourage users to consume more per consumption -package size, product variety POST-CONSUMPTION EVALUATIONS ? What Determines Satisfaction? _ Product/Service Performance _ Consumption Feelings _ Expectations ?Expectancy Disconfirmation Model? - Confirmation -product performance matches expectations - Disconfirmation -positive disconfirmation: performance>expectation -negative disconfirmation: performance

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