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Pre-Purchase Expectations refer to the beliefs or assumptions consumers hold about a product or service before making a purchase, which significantly influence their buying decisions and satisfaction levels. These expectations are shaped by various factors such as marketing communications, word-of-mouth, personal experiences, and social influences, and can lead to either satisfaction or dissonance post-purchase depending on whether the actual experience meets or deviates from these expectations.
Relevant Fields:
Expectation-confirmation theory posits that customer satisfaction is determined by the extent to which a product or service meets or exceeds initial expectations. This theory is crucial in understanding consumer behavior and is widely used in marketing to improve customer retention and loyalty.
Consumer satisfaction is a measure of how products or services provided by a company meet or surpass customer expectations. It plays a crucial role in customer retention, brand loyalty, and word-of-mouth marketing, directly impacting a company's profitability and market share.
Cognitive dissonance is the psychological discomfort experienced when holding two or more contradictory beliefs, values, or attitudes simultaneously. This discomfort often leads individuals to change their beliefs or behaviors to reduce the inconsistency and restore mental harmony.
Perceived value is the customer's evaluation of the worth of a product or service, influenced by their expectations, experiences, and comparisons with alternatives. It plays a critical role in purchasing decisions, as it determines the amount a customer is willing to pay, often surpassing the actual cost of production.
Brand image is the perception of a brand in the minds of consumers, shaped by their experiences, interactions, and the brand's marketing efforts. It plays a crucial role in influencing consumer behavior, brand loyalty, and competitive positioning in the market.
Social influence refers to the ways in which individuals change their behavior to meet the demands of a social environment, often due to perceived pressure from others. It encompasses a range of phenomena including conformity, compliance, and obedience, and is a fundamental aspect of social psychology that affects decision-making and interpersonal interactions.
Expectation Disconfirmation Theory posits that customer satisfaction is determined by the gap between pre-purchase expectations and actual performance of a product or service. If the performance exceeds expectations, positive disconfirmation occurs, leading to higher satisfaction, while performance below expectations results in negative disconfirmation and dissatisfaction.
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