MKTG 332 Chapter 14: Ch. 14
Document Summary
Consumption, value, and satisfaction: consumption leads to value. Consumption- process that converts time, goods, ideas, or services into value. Consumption experiences produce utilitarian and/ or hedonic value: situations and consumer reactions. Temporal factors, antecedent conditions, and physical environment influence consumption experience: consumption, meaning, and transference. Meaning transference: process through which cultural meaning is transferred to a product and onto the consumer. Mild, positive emotional state resulting from a favorable appraisal of a consumption outcome. Mild, negative affective reaction resulting from a unfavorable appraisal of a consumption outcome. Other post consumption reactions: delight, disgust, surprise, exhilaration, and anger. Although they are emotional reactions to appraisals, they are much stronger. Theories of post consumption reactions: expectancy/ disconfirmation theory. Proposes that consumers use expectations as a benchmark against which performance perception are judged. Positive disconfirmation: perceived state wherein performance perception exceed expectations. Negative disconfirmation: perceived state wherein performance perceptions fall short of expectations. Theories of post consumption reactions: equity theory, attribution theory.
