Chapter 14
ConsumPTION TO Satisfaction

WHAT DO YOU THINK Polling Question
When I’m treated unfairly by a business, dissatisfaction describes my feelings well.
Strongly disagree 1 2 3 4 5 6 7 Strongly agree

Have students access www.cengagebrain.com to answer the polling questions for each chapter of CB. Ask them to take the online poll to see how their answers compare with other students taking a consumer behavior course across the country. Then turn to the last page of the chapter to find the What Others Have Thought box feature. This graph is a snapshot of how other consumer behavior students have answered this polling question thus far.

Learning Outcomes
After studying this chapter, the student should be able to:
L01 Gain an appreciation of the link from consumption to value to satisfaction.
L02 Discuss the relative importance of satisfaction and value in consumer behavior.
L03 Know that emotions other than satisfaction can affect postconsumption behavior.
L04 Use expectancy disconfirmation, equity, and attribution theory approaches to explain consumers’ postconsumption reactions.
L04 Understand problems with commonly applied satisfaction measures.
L06 Describe some ways that consumers dispose of products.

Suggested Lecture Opener
When we think about consumer satisfaction and the consumption process, the link seems clear. Businesses with high levels of consumer satisfaction succeed, and those with low levels fail. However, this isn’t always the case. According to a major recent survey, the social networking website Facebook ranks in the bottom five percent of consumer satisfaction with privately held companies in the U.S. Respondents had no shortage of complaints about the site’s performance and user-friendliness. Yet, Facebook continues to grow at an explosive rate. How is this? Consumers who want to participate in social