Consumer's Post Purchase Evaluation

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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...
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