Question

What is the definition of dissatisfaction? Is it likely to cause a drastic reaction by a consumer? Explain by using a situation in which some emotion other than satisfaction motivated your behavior following a purchase.

Based on Consumer Behavior 8th Edition by Babin + Harris. Chapter 14: Consumption to satisfaction.

Answer 1

Dissatisfaction is the feeling or emotion caused in a consumer when the product performance across parametrs most relevant to her does not measure up against expectations. This is because of a difference in ceretain attributes where the consumer had a certain perception of value (due to information being made available to her through various channels) but the product or service experience did not match up to that value.

The degree of dissatisfaction can determine the reaction that the consumer has to the overall experience of being dissatisfied. The most extreme reaction being the rejection of the product, and sometimes even a negative recommendation to other prospective customers.

There can be other emotions that satisfaction that change consumer behaviour. For example I purchased a new product from a well known Indian brand called Amul which is known for it's dairy products. However I was motivated to buy its newly launched biscuit post a supply crisis with my preferred brand (Britannia). While the product experience was not very different, my behaviour has now changed to include this brand in my basket of choices partly because of its availability but more due to the fact that I trust the mother brand even though the product experience is only at par.