Essay about Post-Purchase Consumer Behavior

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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 paid for the vehicle itself. I realized after that I should have done more research before making the purchase to begin with. A few ways to help with the post purchase regrets, is to be sure that you want to make the purchase in the first place. When you are getting ready to buy- do not do it. Take a break to really ask yourself if it’s what is really wanted or needed. Read all reviews of the product or service. Do not ignore the reviews that you don’t want to hear. In Marketing the best way to curve the impact that cognitive dissonance might have on a business is to
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