Post Purchase Evaluation Process
The buying process does not end when a customer purchases a product; there are many different categories of behaviors that results from a purchase. Normally, the consumer is unsure of his/her decision on completing a sale; this type of behavior is called post purchase evaluation stage. First there are three different outcomes of these evaluations when product performance matches “expectations, leading into a neutral feeling. Secondly performance exceeds expectations causing what is known as positive disconfirmation of expectations which leads to satisfaction.” (unknown, http://www.blurtit.com/q763820.html) Finally there is performance that falls below consumers’ expectations creating negative disconfirmation of satisfaction. Cognitive dissonance is inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions. Once a purchase decision is made, the next step in the process is the evaluation of the product after purchase. Consumers expect certain outcomes from the purchase, and how well these expectations are met, determines the level of customer satisfaction. (Consumer Decision Making, Chapter 05 Slide 15). “The theory of cognitive dissonance, developed by Festinger in the 1950s, is that when a person experiences conflicting ideas, states of emotion, or feelings, they will be driven to reduce this state of tension and will take action to return to consonance (the opposite of dissonance).” (http://www.sticky-marketing.net/glossary/cognitive_dissonance.htm) Now that I know what cognitive dissonance is, I can only remember a hand full of purchases where I experienced cognitive dissonance. I had bought Clorox disinfectant wipes from a local Wal-Mart Neighborhood Market; they came in a package of three and seemed to be a great deal, however later that day I had found out that the Wal-Mart Supercenter and...