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23 Cards in this Set
- Front
- Back
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Post decision dissonance
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A feeling of anxiety over whether the correct decision was made.
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Post decision regret
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A feeling that one should have purchased another option
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Hypothesis testing
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Testing out expectations through experience
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Hypothesis generation
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Forming expectations about the product or service
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Exposure to evidence
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Actually experiencing the product or service
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Encoding of evidence
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Processing the information one experiences
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Integration of evidence
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Combining new information with stored knowledge
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Ambiguity of information
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When there is not enough information to confirm or disprove a hypothesis
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Top dog
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A market leader or brand that has a large market share
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Underdog
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A lower share brand
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Satisfaction
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The feeling that results when consumers make a positive evaluation or feel happy with their decision
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Dissatisfaction
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The feeling that results when consumers make a negative evaluation or are unhappy with a decision
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Disconfirmation
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The existence of a discrepancy between expectations and performance.
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Expectation
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Belief about how a product/service will perform.
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Performance
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The measurement of whether the product/service will actually fulfill the consumers needs
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Attribution theory
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A theory of how individuals find explanations for events.
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Equity theory
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A theory that focuses on the fairness of exchanges between individuals which helps in understanding consumer satisfaction and dissatisfaction
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Fairness in the exchange
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The perception that peoples inputs are equal to their outputs in an exchange
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Post decision feeling
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Positive or negative emotion experienced while using the products or services.
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Negative word of mouth communication
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the act of consumers saying negative things about a product or service to other consumers.
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Consumer retention
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The practice of keeping customers by building long term relationships.
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Physical detachment
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Physically disposing of an item
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Emotional detachment
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Emotionally disposing of a posession
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