Post-Purchase Consumer Behavior
Running head: CONSUMER BEHAVIOR POSTPURCHASE
Consumer Behavior Post Purchase
Amy Wofford
MAN 105
March 6, 2015
Instructor Johnson
Abstract
The process of buying does not end after the purchase of a good or service. The consumer’s post purchase assessment is directly affected by the pre purchase assumptions, before purchase search, and the confidence about the product
Consumer Behavior Post Purchase The process of buying does not end after the purchase of a good or service. The consumer’s post purchase assessment is directly affected by the pre purchase assumptions, before purchase search, and the confidence about the product. After making the purchase, the customer uses the product and then evaluates the experience to determine whether it was satisfactory or unsatisfactory (Rakesh, 2011). The consumer is anticipating that the purchase will be met with some sort of satisfaction. Satisfaction means to meet to the full one 's wants, and expectations (Roget, n.d). If the consumer decides that the product or service is not to their liking, it can create cognitive dissonance. Cognitive dissonance is a psychological concept related to self-doubt when making decisions. In marketing, it is often referred to as buyer 's remorse, and relates to the uncertainty customers feel after making a tough purchasing decision (Kokmueller, n.d). When a purchase creates cognitive dissonance, consumers tend to react by seeking positive reinforcement for the purchase decision, avoiding negative information about the purchase decision, or revoking the purchase decision by returning the product (Lamb, 2008). Most people have experienced cognitive dissonance or what it is often referred to as buyer’s remorse at one time or another. People in general usually experience buyer’s remorse when buying something that cost a lot of money. I recently bought a used minivan. The cognitive dissonance I experienced was after I had to do repairs on the van. It cost almost as much as I
Consumer Behavior Post Purchase
Amy Wofford
MAN 105
March 6, 2015
Instructor Johnson
Abstract
The process of buying does not end after the purchase of a good or service. The consumer’s post purchase assessment is directly affected by the pre purchase assumptions, before purchase search, and the confidence about the product
Consumer Behavior Post Purchase The process of buying does not end after the purchase of a good or service. The consumer’s post purchase assessment is directly affected by the pre purchase assumptions, before purchase search, and the confidence about the product. After making the purchase, the customer uses the product and then evaluates the experience to determine whether it was satisfactory or unsatisfactory (Rakesh, 2011). The consumer is anticipating that the purchase will be met with some sort of satisfaction. Satisfaction means to meet to the full one 's wants, and expectations (Roget, n.d). If the consumer decides that the product or service is not to their liking, it can create cognitive dissonance. Cognitive dissonance is a psychological concept related to self-doubt when making decisions. In marketing, it is often referred to as buyer 's remorse, and relates to the uncertainty customers feel after making a tough purchasing decision (Kokmueller, n.d). When a purchase creates cognitive dissonance, consumers tend to react by seeking positive reinforcement for the purchase decision, avoiding negative information about the purchase decision, or revoking the purchase decision by returning the product (Lamb, 2008). Most people have experienced cognitive dissonance or what it is often referred to as buyer’s remorse at one time or another. People in general usually experience buyer’s remorse when buying something that cost a lot of money. I recently bought a used minivan. The cognitive dissonance I experienced was after I had to do repairs on the van. It cost almost as much as I
References: Satisfaction. (n.d.). Roget 's 21st Century Thesaurus, Third Edition. Retrieved March 06, 2015, from Thesaurus.com website: http://www.thesaurus.com/browse/satisfaction Lamb, C. W., Hair, J. F., & McDaniel, C. (2008). Essentials of Marketing, 6e, 6th Edition. [VitalSource Bookshelf version]. Retrieved from http://online.vitalsource.com/books/1111804591/page/204 Kokemueller, Neil. (n.d.). What Is Dissonance in Marketing? Retrieved March 6, 2015. From: http://yourbusiness.azcentral.com/dissonance-marketing-1035.html Kokemueller, Neil. (n.d.) What is Cognitive Dissonance in Marketing? Retrieved March 6, 2015. From: http://yourbusiness.azcentral.com/cognitive-dissonance-marketing-4195.html Watson, Neil. August 24, 2010. Top Tips to Reduce Cognitive Dissonance. Retrieved March 6, 2015. From: https://watsonneil.wordpress.com/2010/08/24/put-off-post-purchase-dissonance/: