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POST-DECISION PROCESSES Overview Post-Decision Dissonance Consumption Behavior Consumption Experiences Post-Consumption Evaluations Disposition Post-Decision Dissonance Doubts about product choice discomfort attempts to justify choice through: confirming evidence denial or minimization of downsides support from others modification of beliefs Is likely to occur when: there is more than one attractive alternative the decision is important Blackl, iniard, and Engel, Consumer Behavior, Ninth Edition, Copyright? 2001 by Harcourt, Inc. All rights reserve Knowing how many and which consumers fall into the user and nonuser categories Size of user market is one indicator of market attractiveness Size of nonuser group speaks to future growth opportunities Characterized along many dimensions Consumption Behavior Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright? 2001 by Harcourt, Inc. All rights reserved. Entire Population Users Nonusers Where is it consumed? ?Heavy Users ?Moderate Users ?Light Users When is it consumed? ?Usage 1 ?Usage 2 ?Situation A ?Situation B ?Proximity to purchase ?Time of day How is it consumed? How much is consumed? When does Consumption Occur? How much time passes between purchase and consumption? What time of day is product used? When in the year or during which season is product consumed? How is the Product Consumed? How is the product prepared? Is it consumed alone or with other products? Is it used as intended or have consumers invented a new use? How Much Is Consumed? Consumers may be similar in what they consume, but different in how much they consume Usage volume segmentation: heavy, moderate, and light users Firms can encourage consumption or change amount consumed Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright? 2001 by Harcourt, Inc. All rights reserved. Consumption Behavior When does Consumption Occur? Consumption Experiences: How Does It Feel? Positive or negative things you feel when