Post-Decision Processes

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Consumer Behavior

Last updated 5:48 PM on 4/20/26
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5 Terms

1
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satisfaction

actual outcome is equal to expectations

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dissatisfaction

actual outcome is below expectations

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delight

actual outcome is above expectations

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three factors that influence dissatisfaction level

stability, focus, controllability

5
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post-decision dissonance

anxiety experienced post-purchase when a consumer wonders whether they made the right choice (even when the choice turns out positive)