CLASS 10 - CONSUMER SATISFACTION, DISSATISFACTION AND HAPPINESS

CLASS 10 - CONSUMER SATISFACTION, DISSATISFACTION AND HAPPINESS

1. Expectancy Disconfirmation Model

2. Principles in Making Attributions

   • Multiple Observations > Covariation Principle
     • 1. Distinctiveness
     • 2. Consistency
     • 3. Consensus
   • Single Observation
     • Discounting
     • Augmentation

3. Attributional Factors

   • 1. Locus of control (internal/external)
     • Two errors
       • Fundamental Attribution Error
       • Self-serving bias
   • 2. Stability
     • Stable (permanent causes)
     • Unstableness (temporary causes)
   • 3. Controllability
     • Controllable/Uncontrollable

4. Equity (fairness/Justice)

5. Dissatisfaction

6. Consumer Happiness

   • Does money make us happy? => No
     • The role of Adaptation
     • If you can spend money on other people, it increases your happiness
     • Experiental vs. Material purchases
   • What makes us happy in the long run, other than money?
     • Not usual suspects, but personality

7. Satisfaction

   • Does satisfaction lead to loyalty?
   • How do brands acquire Personality?
     • Marketers Communication (pairing/conditioning)
     • Consumers' social observations

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