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
Post decision doubt (dissonance)
• A certain threshold of dissonance-
motivated tension is surpassed
• The action is irrevocable
• There are other unchosen alternatives with
qualitatively dissimilar but desirable
attributes
• The choice is made entirely by free will,
without any compulsion
 Consumption Research
• Profit Motivated Consumption Research
• Post-Modern Consumption Research
Profit Motivated Consumption Research

To find ways to attract new

customers and trigger a buying
response
 Post-Modern Consumption Research

• Sacred Consumption
• Profane Consumption
• Compulsive 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 alternative at least
meets or exceeds expectations
 Categories of consumer expectations

• Equitable performance – normative judgement

of consumer of product performance given the costs and
efforts taken to purchase and use
• Ideal performance – the optimum or hoped for
performance level
• Expected performance – what the performance
probably will be
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
• Recycling
• Remarketing