Once the alternatives have been evaluated, the consumer is ready to make a purchase decision. Sometimes purchase intention does not result in an actual purchase. The marketing organization must facilitate the consumer to act on their purchase intention. The provision of credit or payment terms may encourage purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now. The relevant internal psychological process that is associated with purchase decision is integration.
Post purchase evaluation:
Once the consumer has purchased and used the product, they will evaluate their purchasing decision. They compare the product's performance with their expectations. If the product does not perform as expected they will experience post purchase dissatisfaction. When consumers purchase high involvement products, that are more expensive products for which they exert a greater purchasing effort in terms of time and search, they usually experience some level of discomfort after the purchase. That is, they experience some doubt that they made the right choice. This situation is called 'cognitive dissonance' (thinking disharmony). You should consider the implications of post purchase behavior for the marketing organization. How can the marketing organization minimize the likelihood of post purchase dissatisfaction and/or cognitive dissonance?
The relevant internal psychological process that is associated with post purchase evaluation is learning. According to Belch and Belch (2007) discuss two basic approaches to learning theory behavioral and cognitive learning theory. Behavioral learning theory proposes that stimuli from the environment influence behavior.
Post purchase evaluation:
Once the consumer has purchased and used the product, they will evaluate their purchasing decision. They compare the product's performance with their expectations. If the product does not perform as expected they will experience post purchase dissatisfaction. When consumers purchase high involvement products, that are more expensive products for which they exert a greater purchasing effort in terms of time and search, they usually experience some level of discomfort after the purchase. That is, they experience some doubt that they made the right choice. This situation is called 'cognitive dissonance' (thinking disharmony). You should consider the implications of post purchase behavior for the marketing organization. How can the marketing organization minimize the likelihood of post purchase dissatisfaction and/or cognitive dissonance?
The relevant internal psychological process that is associated with post purchase evaluation is learning. According to Belch and Belch (2007) discuss two basic approaches to learning theory behavioral and cognitive learning theory. Behavioral learning theory proposes that stimuli from the environment influence behavior.
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