Question

Chapter 13

Define evaluative criteria and determinant criteria. Identify the determinant criteria you used for a recent purchase.

List the factors that determine the type of evaluative criteria that consumers use.

Name the four types of noncompensatory decision rules. What does it mean if a rule is noncompensatory?

Chapter 14

Define consumer satisfaction. How does it differ from other important consumer behavior concepts?

List out some possible postconsumption reactions

Explain the expectancy/disconfirmation theory. Describe how it explains your satisfaction or dissatisfaction from a recent consumption experience.

Define expectations. Describe the four types of consumer expectations with an example for each

Define attribution theory. Explain how the three elements in the attribution theory help in explaining consumer satisfaction. Using this theory, explain why you were satisfied or dissatisfied with a recent consumption experience.

Identify the conditions when a consumer is more likely to experience true dissonance following a purchase.

Chapter 15

What are the cognitive and affective components that help shape postconsumption behavior?

Define the term critical incident in a consumer behavior context. How might an equity cognition involving procedural justice contribute to a critical incident for some business?

List and define the behavioral outcomes of consumption.

What are the different ways in which a firm can react to negative public publicity? Which way is almost always a bad response?

What are two types of revenge that customers may undertake to try to harm a business? What is your opinion on the ethics of such action?

List types of WOM and/or Publicity that are not necessarily negative.

What are the different types of switching costs that a consumer faces? Provide examples of each from your own consumer experiences.

Chapter 16

How does misbehavior violate norms and disrupt consumption activities?

What are the various motivations of consumer misbehavior?

What is the key difference between consumer problem behavior and consumer misbehavior?

What are some examples of consumer problem behavior and consumer misbehavior?

Answer 1

1. The attributes which a consumer looks for while evaluating the alternative products is called evaluative criteria. Determinant criteria are the factors which have biggest impact on consumer's actual choice. An example of determinant criteria is the taste of a food item. Other determinant criteria are freshness, health benefits etc.

2. The factors are access to the information about the product, expectations from the product, value associated with the product for a consumer, urgency of purchase etc.

3. A non compensatory decision rule means that the consumer establishes a minimum acceptable level for each attribute evaluated. If the product falls below this threshold, it is no longer considered. four types of  noncompensatory decision rules are

(a) Conjunctive decision rule - It establishes minimum acceptable standards for each attribute examined

(b) Disjunctive decision rule -   It establishes minimum acceptable standards for each relevant attribute examined.

(c) Lexicographic rule - The product is first examined on the basis of importance then in terms of attribute considered most important.

(d) Affect referral decision rule - The consumer chooses the product on the basis of his / her previously established ratings of all brands considered rather than specific attributes.

Chapter 14

1. Customer satisfaction is a state which occurs when the product attributes meet or exceed the expectations of the consumer from the product. It is different from other consumer behavior concepts as satisfacion can not be given a relative value. One product that satisfies a consumer may not satisfy other or completely dissatisfy the third one. Unlike other attributes, satisfaction is the final outcome of many factors combined together like value, price, fulfillment of need, match with perception and expectation.