Consumer's Post Purchase Evaluation

Topics: Cognition, Causality, Guilt Pages: 2 (482 words) Published: June 25, 2012
1. Explain the consumer's post purchase evaluation process. After using a product or service the consumer compares the level of performance with expectations. Satisfaction occurs when the consumer’s expectations are either met or exceeded, while dissatisfaction results when performance is below expectations. Another possible outcome of purchase is cognitive dissonance which refers to a feeling of psychological tension or post-purchase doubt a consumer may experience after making a difficult purchase choice. Consumers often look to advertising for supportive information regarding the choice they have made.

2. What is cognitive dissonance?
anxiety that results from simultaneously holding contradictory or otherwise incompatible attitudes, beliefs, or the like, as when one likes a person but disapproves strongly of one of his or her habits.

3. Recall an occasion when you experienced cognitive dissonance about a purchase. Describe the event and explain what you did about it.

4. Name at least two particular products or services that are at higher risk of causing cognitive dissonance. Why? Cigarettes - Many product could be considered a guilty pleasure or that is ultimately unproductive or harmful, yet is enjoyable at the onset; could be considered a product that causes cognitive dissonance.

Some products that are repeat offenders for many people are foods that are high in fat or calories, cigarettes, salt, gossip rags/magazines, high heels, piercings, alcohol, tattoos.

Anything that a person enjoys or likes, permanently or temporarily, that in turn causes regret, guilt, shame, pain, anger, angst or some type of problem for them later, is a product that causes cognitive dissonance.

There are of course many more products or services, that cause cognitive dissonance either in mass or individually. It is entirely dependent on the person and their perceptions and feelings.

Any product that could be considered a guilty pleasure or that...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Post Purchase Evaluation Process Essay
  • Post Purchase Evaluation Process Essay
  • Post Purchase Evalutation Essay
  • cognitive dissonance and post purchase process exchange Essay
  • Post-Purchase Consumer Behavior Essay
  • Essay about A Post-Evaluation System
  • Post-Negotiation – Review and Evaluation Essay
  • Post Purchase Consonance-Disonance Factors for Times of India Essay

Become a StudyMode Member

Sign Up - It's Free