Exam 14: Consumption to Satisfaction

Compare and contrast durable and non-durable goods and give three examples of each.

An important issue in satisfaction theory is the degree to which consumers are confident in their expectations.

In its early days, the modern dating app Tinder focused on college students. It hired "college campus reps" to spread the word on campuses and student hangouts parties they were organizing. Guests were asked to download the app to enter the party and to tell their friends to find a date on Tinder before they were allowed in. What was this communication method based on?

Mickey is assessing consumer satisfaction with his dry cleaning business by asking the question, "Compared to my expectations, this dry cleaner performs..." with the possible responses ranging from 1 = much worse than I expected to 5 = much better than I expected. Which type of satisfaction measure is this?

Consumer refuse is any packaging that is no longer necessary for consumption to take place or, in some cases, the actual good that is no longer providing value to the consumer.

Normative expectations are expectations of what a consumer thinks should happen given past experiences with a product or service.

Which term refers to lingering doubts about a decision that has already been made?

Louis Vuitton Scenario Carla purchased a Louis Vuitton Portobello Handbag for $1,500 when she was in Toronto last weekend. She's always liked this brand but never purchased a real one before this. In fact, she has a counterfeit Louis Vuitton handbag, a wallet, and a scarf. While the counterfeit products look just as good as the real brand, they aren't of the same quality as the legitimate branded products. She was very nervous about spending so much money for a handbag, but the sales lady was so kind and explained the benefits of the brand to her and made her feel very welcome in the store. She explained that consumers can purchase true Louis Vuitton products only at Louis Vuitton stores or from its website. She also explained that if she ever had any problem with her handbag that she should return it to the store for repair or a replacement. All things considered, Carla's experience at the store and her purchase far exceeded anything she had expected. -Refer to Louis Vuitton Scenario. Before entering the Louis Vuitton store in Toronto, Carla expected to be treated well considering she was going to spend over $1,000. Which type of expectation did Carla have?

Permanent goods are goods that are consumed over long periods of time.

Consumers will be dissatisfied if they perceive inequitable treatment.

Product turnover refers to the number of times a product or service is consumed in a given time period.

Performance perceptions can directly influence consumer satisfaction formation independent of the disconfirmation process, particularly when expectations are high.

An inequitable exchange can occur when a consumer believes that another customer has been treated more favourably.

What is the most commonly accepted theory of consumer satisfaction?

Gwen was not satisfied with her last visit to Starbucks and she attributed the cause to the other customers that were present while she was there. Which element of attribution theory does this represent?

Which of the following is NOT a key element to the attribution theory approach?

Louis Vuitton Scenario Carla purchased a Louis Vuitton Portobello Handbag for $1,500 when she was in Toronto last weekend. She's always liked this brand but never purchased a real one before this. In fact, she has a counterfeit Louis Vuitton handbag, a wallet, and a scarf. While the counterfeit products look just as good as the real brand, they aren't of the same quality as the legitimate branded products. She was very nervous about spending so much money for a handbag, but the sales lady was so kind and explained the benefits of the brand to her and made her feel very welcome in the store. She explained that consumers can purchase true Louis Vuitton products only at Louis Vuitton stores or from its website. She also explained that if she ever had any problem with her handbag that she should return it to the store for repair or a replacement. All things considered, Carla's experience at the store and her purchase far exceeded anything she had expected. -Refer to Louis Vuitton Scenario. Even though Carla had a good experience purchasing her handbag and was satisfied, she still had a few doubts about her decision to purchase the handbag in the first place. What is Carla experiencing?

Louis Vuitton Scenario Carla purchased a Louis Vuitton Portobello Handbag for $1,500 when she was in Toronto last weekend. She's always liked this brand but never purchased a real one before this. In fact, she has a counterfeit Louis Vuitton handbag, a wallet, and a scarf. While the counterfeit products look just as good as the real brand, they aren't of the same quality as the legitimate branded products. She was very nervous about spending so much money for a handbag, but the sales lady was so kind and explained the benefits of the brand to her and made her feel very welcome in the store. She explained that consumers can purchase true Louis Vuitton products only at Louis Vuitton stores or from its website. She also explained that if she ever had any problem with her handbag that she should return it to the store for repair or a replacement. All things considered, Carla's experience at the store and her purchase far exceeded anything she had expected. -Refer to Louis Vuitton Scenario. After spending so much money for her handbag, Carla wanted her friends and family to know that this was a real Louis Vuitton handbag. Which of the following was important to Carla?

Value creation is the heart of Consumer Behaviour and is what consumers seek from the consumption process

The process through which cultural meaning is transferred to a product and onto the consumer is called affect referral.