MKTG 332 Chapter 15: Ch. 15
Document Summary
Complaining behavior: consumer seeks out someone to share an opinion with regarding a negative consumption event. Preceded by negative approach emotions like anger: complainers. Consumers pass on negative information about a company from on to another: positive. Consumers spread information from one to another about positive consumption experiences with companies. Negative public publicity: negative wom spreading on a scale. Taking responsibility and be present in the public eye. Releasing information allowing the public to draw its own conclusion. Switching costs: costs associated with changing from one choice to another, categories. Financial: total economic resources that must be spent or invested as a consumer learns how to obtain value from a new product choice. Relational: emotional and psychological consequences of changing from one brand/ retailer/ service provider to another. Consumer loyalty: customer share: portion of resources allocated to one brand from among a set of competing brands. Represents a behavioral component that is indicative of customer loyalty: consumer inertia.
