Exam 3 Deck 18 (Post Purchase Process)

post purchase evaluation

final stage in the consumer decision process

• it’s not just the consumer assessment

how

what brands need to understand to increase the consumption of the brand

• done by knowing all the ways a consumer uses your product

post decision dissonance

the stage a consumer is in when they question if they made the right choice or if they bought the right brand

• happens particularly likely with approach-approach conflicts

make them feel good and confident

2 ways to help consumers reduce post-purchase dissonance

• ex.) follow up thank you

• ex.) price protection, warranties, flexible return policy

major life transitions, depreciating a good’s value, upgrades, product failure, obsolete product

5 things that lead to disposal/replacement activity