臺(tái)大消費(fèi)者行為cb04postpurhcase(編輯修改稿)
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【文章內(nèi)容簡介】 itive reinforcement: when consumer receives positive oute from product usage ? Negative reinforcement: when consumption helps person avoid negative oute ? Punishment: when consumption leads to negative oute 13 Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright169。 2023 by Harcourt, Inc. All rights reserved. Purchase Need Product Purchase Product Consumption Avoiding Negative Outes Negative Reinforcement Purchase Need Product Purchase Product Consumption Receiving Negative Outes Punishment Purchase Need Product Purchase Product Consumption Receiving Positive Outes Positive Reinforcement 14 Do We Want Consumers to Learn from Experience? YesI offer great value! NO WAY! TOPDOG STRATEGY UNDERDOG STRATEGY 15 PostConsumption Evaluations ? Dimensions of Evaluation: – hedonic – Utilitarian ? How does consumer make satisfaction/dissatisfaction judgments? – Expectancy disconfirmation model （期望失驗(yàn)?zāi)Ｊ剑? – Attribution theory （ 歸因理論） – Equity theory （公平理論） 16 Expectancy Disconfirmation Model ? Satisfaction depends on a parison of prepurchase expectations to actual outes (performance) ? Other Influences on Satisfaction – PostDecision Feelings – Ambiguity of the consumption experience 17 The Disconfirmation Paradigm 18
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