BB FINAL EXAM - Post-purchase behavio

What is post-purchase dissonance?

Doubt or anxiety after buying a product, especially when the decision was difficult or involved many alternatives.

When is post-purchase dissonance most likely to occur?

Expensive purchases, high involvement decisions, or when alternatives seem equally attractive.

How do consumers reduce post-purchase dissonance?

Justify their choice, ignore alternatives, seek reassurance, or increase confidence in their decision.

What is satisfaction?

Evaluation of a product after use based on whether expectations were met.

What is relative satisfaction?

Satisfaction based on comparison between expectations and actual performance.

What is absolute satisfaction?

Satisfaction based only on whether the product performs well, without comparison to expectations.

What is positive disconfirmation?

Performance exceeds expectations.

What is confirmation of expectations?

Performance matches expectations.

What is negative disconfirmation?

Performance is worse than expected.

What is the service recovery paradox?

When a company fixes a service failure so well that customer loyalty becomes higher than if no failure occurred.

What is required for the service recovery paradox to work?

Fast, effective, and empathetic recovery (often with compensation or strong service response).

What is brand loyalty?

Consistent preference and repeat purchase of a brand based on trust or satisfaction.

What is the key difference in brand loyalty?

It reflects real preference for the brand over alternatives.

Can brand loyalty include switching resistance?

Yes — loyal customers resist switching even when alternatives exist.

What is spurious loyalty?

Repeat purchasing that looks like loyalty but is actually driven by convenience, habit, or lack of alternatives.

What happens to spurious loyalty if conditions change?

It disappears quickly when a better option becomes available.

What is customer affection?

A strong emotional bond between a customer and a brand based on identity, values, and experiences.

What is a key sign of customer affection?

The brand becomes part of the customer’s identity and they advocate for it.

How is customer affection different from brand loyalty?

It is emotional and identity-based, not just repeated buying.

How do easy return policies affect customers? —> POST PURCHASE DISSONANCE

They reduce worry before and after buying, make customers feel safer, and usually lead to more purchases and fewer returns.