Xiao Bin 5849147
Wang Yi Ming 5852432
Liaw Ling Yuan 6269862
Chin Pui Yi 6269722
Question 1:
(a). What factors might cause the student to experience post-purchase dissonance?
Post-purchase dissonance is when customers unsatisfied about their purchasing decision and then this will cause a reconsidering of their post-purchasing. This appears when consumers found the initial thought is differ from what the expected before they purchasing the product or service. When a college student purchased a new Apple iPad, there are some problems may occur, for instance, the iPad actually havs a full range of functions can be used but for student, the iPad may just be used to handle their subjects assignments or to play games or other entertainment software in their daily lives, therefore, students cannot make the best use of it will also cause the dissonance of post-purchasing. Besides that, the speed of electronic product reform and replacement is very fast, like when purchased the new iPad this season it may overdate in several mouth later, so for student this is not worth buying.
(b). How might the student try to overcome it?
For students, I think they should consider seriously before purchasing making decision, for example, is there any other product which has a good quality and can still fulfill their needs for tablets as well as it is cheaper than iPad, this may reduce their unsatisfaction after buying iPad but one day they realized it is not worthy buying. After that, once students decide to buy iPad, they should understand that whatever the product is, there is always a new one to replace it, but the important thing is to purchase an electronic product is for satisfying the needs rather than to keep it never out-to-date.
(c). How can the retailer who sold the computer help reduce the student’s dissonance?
I think for retailer, they should initially think about the interests of consumers and how to fulfill their needs with a reasonable solution, especially for students who may not have too much money to buy a product with high price but not suit for them. And besides that, the retailer should take the initiative to inform consumers that they will provide the appropriate services or warranty and maintenance policies, so that consumers can buy the product and let them know that the money they pay is worth the service behind it.
Question 2
There are four motivational functions of attitudes which is the utilitarian function, the ego-defensive function, the value-expressive function and the knowledge function. Utilitarian function is believing the consumer attitudes reflect the utilities that bran provide (Schiffman & Wisenblit 2015). The product that be useful or enabled to perform the certain tasks in the past, and our attitudes toward is to tend to be favorable (Schiffman & Wisenblit 2015). The marketer want to create a more consumer positive attitude toward a brand by showing the utilities the brand that can do it to society, For example , dove company sim to changing their attitude by using the utilitarian function to promote the hair shampoo to let the people know about that their shampoo can let people hair be smooth ,beautiful compare to other product.
Next, ego-defensive function. Ego-defensive function is about maintain the people from the attitudes in order to protect themselves from sensing doubt and to replace uncertainly with the feelings of security and confidence (Schiffman & Wisenblit 2015). When purchase the product ,the consumer may wanted to but the product that are safety .The company will try the ego-defensive function of advertisement to promote their product. The adverting related to ego-defensive function which is Wonder Zero Max Original and Wonder Zero Max Latte. The cans of coffee may be too sweet for the coffee lovers that did not like to added the sugar. The company changing their attitudes to let the coffee lovers can have other option to choose the coffee (Star online 2019)
In addition, value-expressive function. Value-Expressive function is to maintain the attitudes reflect the consumer of the values and belief (Schiffman & Wisenblit 2015). The company can either choose to support or refuse the notice. The advertising of Koboyahsi that are produce the product Ammelts Yoko Yoko Heat Patch for neck and shoulder pain. The product that has air-activated heat patch and it is generated heat to temperature 40 above. It is help to improve blood circulation, reduce muscular pain (Kobayahsi 2014) There are no fragrance or medical ingredient in the product. This advertisement to let people believe and has confidence to try the product.
Lastly, knowledge functionated knowledge function is holds the people form attitudes because they have a strong need to understand the characters of the people, events, and objects they encounter (Schiffman & Wisenblit 2015). The consumer “need to know” by the advertising centered. For example, nestle company of product which is Milo advertisement. Milo is the product that can help the children get energy every day. The parents will let the children drink the milo every morning to make sure that their children can energy to learn the new things.
B) Think back to the time when you were selecting a college. Did you experience
dissonance after you had made a decision? Why or why not? if you did experience
dissonance, how did you resolve it? (25 marks)
Cognitive dissonance happens when a consumer faces conflict thought of belief or attitudes before taking action (Schiffman & Wisenblit 2015). For example, choosing a college, cognitive dissonance occurs when I feel that the unique, positive qualities of Sunway is left behind if I were to choose Inti. Furthermore, if the dissonance happens after the choice or purchase, it is a post purchase dissonance.Consumers may feel uneasy and unsure of their purchase decision(Schiffman & Wisenblit 2015).
I did not experience a dissonance after making a decision which is the post purchase dissonance. After I have made my decision to study at Inti, I feel great about the surroundings and teaching methods and therefore it was a great choice.
However, I did face cognitive dissonance when choosing for a college. Cognitive dissonance is the mental discomfort experienced by a person who holds two or more contradictory beliefs, ideas, or values. There were too many options on hand and I did not know which is the better. I have heard of good accounting courses in Sunway College and business courses in Inti. This leads me to cognitive dissonance where I think both colleges are good alternative.
However, I managed to resolve the dissonance after consulting both colleges. I went to both colleges to further understand the courses and look through the subject outlines. After comparisons of the courses, I identify subjects that I prefer more and are capable to cope. Besides that, I also discussed with my parents in order to be more assure with my thoughts before enrolling to any of these college. I listened to their opinions and concluded together with my own thoughts. Finally, I have decided to enrol into Inti. The choice made was a right choice and therefore I did not face a post purchase dissonance.
References
- Kobayashi 2014 ,”Product Features” ,2014 available at : https://kobayashi-my.com/aproduct/ammeltz-yoko-yoko-heat-patch-for-neck-shoulder-pain/
- Star online 2019,”two coffee variants with no sugae added now available” ,available at :https://www.thestar.com.my/metro/eat-and-drink/2019/02/15/two-coffee-variants-with-no-sugar-added-now-available/
- Schiffman and Wisenblit, 2015, Consumer Behaviour, 11th Global Edition, Pearson Education International.
pyc 