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post purchase dissonance (defined)
common consumer reaction after making difficult, relatively, permanent decision. when there is doubt or anxiety
factor impacting post purchase dissonance
- degree of commitment
- difficulty in choosing
- individual's anxiety
how to get rid of a product or when do we replace it.
five ways dispositions decisions is important/marketing strategy
- no new, till money's worth out of old
- dispose first, then buy
- used market
- not a throwaway society
- environmentally sound disposition benefits society
the evaluation process
dissatisfaction (when perform is below expectation)
- 1st step: take (external) action or not?
- other steps if take action
satisfied, repeat, committed customers (this leads to profitability)
an attempt to develop an ongoing, expanding exchange relationship with a firm's customers