“Consumer Behaviors”
M8.3 Post-purchase Dissonance and its Influence on Repeat Purchase Decisions
Module 8 Learning Pathway
Welcome to Module 8: Post-Purchase Evaluation
Introduction
In the previous module, we took a closer look at the information search aspect of the consumer decision-making process. During our final module, we will explore the final step of the consumer decision-making process: the post-purchase evaluation.
M8.1 Required Readings
During this module you will:
Read:
Required
Textbook:
Hawkins, D., & Mothersbaugh, D. L. (2016). Consumer behavior: Building marketing strategy (13th ed.). New York, NY: McGraw Hill.
Chapter 18
Module notes
View:
Required
Module 8 PowerPoint (SEE ATTACHED)
Video: The Moment of Truth – Consumer Purchase Decision (Links to an external site.) [Video File][05 min 25 sec]
M8.2 Module Notes: Post-Purchase Evaluation
In the previous module, we examined the information search component of the consumer decision-making process. The final step in the consumer decision-making process is the post-purchase evaluation. That is the main topic of this module.
Have you ever purchased something, and then, when you got it home, regretted that decision? When this happens to a consumer, it is known as post-purchase dissonance (Hawkins & Mothersbaugh, 2013). This buyer’s remorse can happen to anyone, but it is most likely to happen to consumers who have anxiety issues regarding the purchase. What causes this purchasing anxiety? It could be because the purchase is big and non-refundable, and the consumer may second guess his/her decision once he/she has “pulled the trigger.” It could be because it was a very important purchase and after it is bought, the consumer starts to wonder if he/she made the right decision. Or, it could be that there were several very good choices and after the purchase, the consumer questions whether or not the right choice was made (Hawkins & Mothersbaugh, 2013).
Whether or not the consumer experiences post-purchase dissonance, most people use the products they buy. It is important for marketers to monitor product usage. The product usage can lead to new uses for existing products, needed product modifications, appropriate advertising themes, and opportunities for new products (Hawkins & Mothersbaugh, 2013). Product liability laws have made it very important for marketing managers to be aware of all potential uses of their products. If customers are being hurt due to normal usage, or are finding new uses for a product and are getting hurt, this can be a problem for an organization (Hawkins & Mothersbaugh, 2013).
Potential product nonuse can also be a problem. Both marketers and consumers suffer when consumers buy products that they do not use, or use less than they intended. Therefore, marketers must try to influence the consumer’s decision to use the product, in addition to the decision to purchase the product (Hawkins & Mothersbaugh, 2013).
These post-purchase issues can all potentially influence the purchase evaluation process. Based on their post-purchase experience, a consumer can develop certain expectations about the product. When those expectations are not met, dissatisfaction is the likely result and can hurt future sales of the product as well as consumer loyalty. Therefore, getting consumers to purchase the product is not the last step; monitoring the post-purchase situation is also important (Hawkins & Mothersbaugh, 2013).
The key to a good marketing strategy is to develop a good relationship with the customer; marketers want to develop a loyal customer base. They use this relationship to increase brand usage, to increase repeat sales, and to create a solid customer commitment to their products (Hawkins & Mothersbaugh, 2013).
During this module, we covered the final component of the consumer decision-making process: the post-purchase evaluation. During this step of the purchase decision, consumers evaluate their purchases and determine their satisfaction level. By better understanding a consumer’s satisfaction or reason for dissatisfaction, a marketer can more effectively reach the target audience.
M8.3 Post-purchase Dissonance and its Influence on Repeat Purchase Decisions
Instructions:
What is post-purchase dissonance and why are we sometimes dissatisfied after we have made a purchase? Thinking about a recent purchase that you have made, how did post-purchase dissatisfaction effect your loyalty to a specific brand, or your willingness to repurchase that product, and why?
Evaluation
Initial Post must be min. 200 words and written in APA style format. This discussion will be graded using the discussion board rubric. Please review this rubric (see attached) prior to beginning your work to ensure your participation meets the criteria in place for this discussion. All discussions combined are worth 20% of your final course grade.
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