Post-Purchase Decision Processes
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Consumers have all sorts of feelings after making a purchase, especially if it is a large one.
● Consider the four primary post-decision processes discussed in the text.
● Discuss in detail, what can marketing managers do in anticipation and in response to each post-decision processes?
● Have you experienced any of these marketing tactics?
● Do you believe they were effective on you? Why/why not?
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Solution Summary
Post-purchase decision processes are explained. How companies deal with them are provided in 730 words with three non-APA references.
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After a customer makes a purchase, the next stage in the consumer purchasing process is the post-decision processes. There are post-purchase processes that happen after the customer has received the item and have used it for a short period of time.
1. The customer may experience dissonance and regret over the purchase of the item as he or she is beginning to realize that the item didn't meet the expectations and there were other alternatives that were more attractive. The buyer lost confidence in the acquisition of the item that was bought. Eventually, the customer regrets his or her decision and blames on an unfavorable comparison or other reasons.
Marketers deal with dissonance in various ways. They may either downgrade other options or search for more information about the preferred brand so that they can explain more positive benefits or advantages of their purchase and hope to change their mind or negative feelings about the buying experience. At times, marketers may ignore or practice selective interpretation of the information from the buyer. As a result, there is a big tendency that the buyer cancels the purchase ...
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