Consumption, Satisfaction,

Divestment
CONSUMPTION
The act of purchase is normally followed by consumption or
use. Evaluation continues into the act of consumption by a
satisfaction/dissatisfaction response. The probability of
repurchase is determined at this point.
OPTIONS FOR CONSUMPTION

Usage at the earliest convenient

opportunity
Short-term storage in anticipation of
a later usage opportunity
Long-term storage with no specific
or anticipated use in mind

Abort consumption process

 BUYER’S REGRET

There are other

A certain unchosen
The choice is
threshold of alternatives
Post decision made entirely
dissonance- The action is with
doubt by free will,
motivated irrevocable qualitatively
(dissonance) without any
tension is dissimilar but
compulsion
surpassed desirable
attributes
CONSUMPTION RESEARCH

Profit Post-Modern
Motivated Consumption
Consumption Research
Research
PROFIT MOTIVATED CONSUMPTION
RESEARCH

To find ways to attract new customers and trigger

a buying response
POST-MODERN CONSUMPTION
RESEARCH

Sacred Profane Compulsive

Consumption Consumption consumption
POST - CONSUMPTION EVALUATION

The Customer Satisfaction/Dissatisfaction response

Implications – Inducting new customers, customer retention,

competitive role in product/service quality.
SATISFACTION

A post-consumption evaluation that a chosen

alter native at least meets or exceeds
expectations
CATEGORIES OF CONSUMER
EXPECTATIONS

Ideal
• Normative judgement performance • What The Performance
of consumer of product Probably Will Be
performance given the • The Optimum Or
costs and efforts taken Hoped For
to purchase and use Performance Level

Equitable Expected
performance performance
EXPECTANCY DISCONFIRMATION
MODEL
-RICHARD OLIVER

The CS/D response

takes one of 3 forms
• Positive Disconfirmation
– Performance is better
than expected

• Simple Confirmation – As
per expectations

• Negative Disconfirmation
– Worse than expectations
DIVESTMENT

Outright
Disposal Remarketing

Recycling