A model of consumer decision-making - Proces - Output
3 important questions on A model of consumer decision-making - Proces - Output
Two associated kinds of post-decision activity:
- Purchase behavior
- Post-purchase evaluation
Consumers make three kinds of purchases:
- Trial: smaller amount
- repeat: buy again
- long-term: Long term
There are three possible outcomes of the evaluations customers do:
- Actual performance matches expectation --> neutral feeling
- Performance exceeds expectations --> disconfirmation (satisfaction)
- Performance is below expectation --> (dissatisfaction)
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