Post Purchase Evaluation Process

Post leverage Evaluation Process Carlie Higdon MAN105 March 9, 2013 professor Dana Adams Consumer post purchase evaluation is generally affected by pre purchase expectations, The consumer usually does some sort of research to compare prices and such in the beginning making a big purchase, a house or a car for example. And the evaluation is whether they are happy or not with what they bought. What is cognitive dissonance (mental discord) you may ask?According to (businessdictionary. com) cognitive dissonance government agency State of psychological tension arising from incompatibility among a persons attitudes, behavior, beliefs, and/or knowledge, or when a choice has to be made between equally sweet or repulsive alternatives. It boils down to one of those Why did I misdirect that for? moments. Commonly known as Buyers remorse. Lets see as a personal experience of me having cognitive dissonance.I adventure it would be the spear of the moment impulse buys. You know the stuff the y indue buy the cash registers in stores. I end up get a lot of that As Seen On TV things at Walmart. conk out thing would have to be the Bark Off. Doesnt work, the dogs just barked at it. I threw it away. But, I was like I could have used that coin for something better that I could have actually used. Two products that can stupefy cognitive dissonance would be a house or a vehicle.Because if your not happy with your purchase that is two things that are hard to counter back and get your money back. Now how can marketers and consumers reduce cognitive dissonance? One word COMMUNICATION. Just by the marketers talking to the public they can get a better idea of what the consumer wants and needs. References http//www. businessdictionary. com/definition/cognitive-dissonance. hypertext markup languageixzz2NCPjUHpu