December 3, 2020
SQ18 - CHAPTER 18
POSTPURCHASE PROCESSES, CUSTOMER
SATISFACTION, AND CUSTOMER COMMITMENT
1) What is postpurchase dissonance? What characteristics of a purchase situation are likely to
contribute to postpurchase dissonance? What actions do consumers take to avoid postpurchase
dissonance before the purchase?
Postpurchase dissonance: occurs when a consumer has doubts or anxiety regarding the
wisdom of a purchase made.
function of:
o1) the degree of commitment or irrevocability of the decision: the easier it is to alter
the decision, the less likely it is that the consumer would experience dissonance.
o2) the importance of the decision to the consumer: the more important the decision,
the more likely dissonance will result
o3) the difficulty of choosing among the alternatives: the more difficult it is to select
from among the alternatives, the more likely the experience and magnitudes of
dissonance. Decision difficulty is a function of the number of alternatives considered,
the number of relevant attributes associated with each alternative, and the extent to
which each alternative offers attributes not available with other alternatives
o4) the individual's tendency to experience anxiety: some individuals have a higher
tendency to experience anxiety than do others. The higher the tendency to experience
anxiety, the more likely the individual will experience postpurchase dissonance.
Actions consumers take to avoid postpurchase dissonance before the purchase: Avoiding
dissonance involves actions taken before the purchase is made by either avoiding/delaying the
decision or using a purchase decision rule that will minimize regret.
2) Describe the 4 tactics consumers use to reduce dissonance after a purchase?
Increase the desirability of the brand purchased: increase confidence; local retailers can place
follow-up calls to make sure the customer is not experiencing any problems with the
purchase.
Decrease the desirability of rejected alternatives
Decrease the importance of the purchase decision
Reverse the purchase decision (return the product before use)
3) What is use innovativeness? How did Arm & Hammer (p 626) and P&G Bounce (CI 18-1) use
innovativeness to engage consumers and increase sales? Can use innovativeness hurt a firm?
How?
Use Innovativeness: a consumer using a product in a new way; (ex: Arm & Hammer's baking
soda)
Arm & Hammer’s baking soda discovered that consumers were using its baking soda for a
variety of non-cooking uses, such as deodorizing refrigerators. It now advertises such uses
and has developed product packaging, such as its Fridge Fresh Air Filers, specific to such
uses.
18-1
