Editing Consumer behaviour (section)

== The purchase decision and its context ==
[[File:Mahane Yehuda shoppers.jpg|thumb|Shoppers inspect the quality of fresh produce at a market in Jerusalem.]]

Understanding purchase and consumption behaviour is a key challenge for marketers. Consumer behaviour, in its broadest sense, is concerned with understanding both how purchase decisions are made and how products or services are consumed or experienced. Consumers are active decision-makers. They decide what to purchase, often based on their disposable income or budget. They may change their preferences related to their budget and a range of other factors.<ref>{{cite book|author1=[[Lynn R. Kahle]] |author2=Angeline G. Close |title=Consumer Behavior Knowledge for Effective Sports and Event Marketing|year=2011|location=New York|publisher=Routledge|isbn=978-0-415-87358-1}}</ref><ref>{{cite book|author1=Elizabeth A. Minton |author2=[[Lynn R. Kahle]] |title=Belief Systems, Religion, and Behavioral Economics|year=2014|location=New York|publisher=Business Expert Press LLC|isbn=978-1-60649-704-3}}</ref><ref>*Schöfer, Klaus, Word-of-Mouth:Influences on the choice of Recommendation Sources, 1998. {{ISBN|978-3838641454}}</ref>

Some purchase decisions involve long, detailed processes that include extensive information search to select between competing alternatives.<ref name="Belch, G 2009, p.137">Belch, G, Belch, M.A, Kerr, G. and Powell, I., ''Advertising and Promotion Management: An Integrated Marketing Communication Perspective'', McGraw-Hill, Sydney, Australia, 2009, p.126</ref> Other purchase decisions, consumers must make highly complex decisions, often based on a lack of time, knowledge or negotiating ability.<ref>{{cite book |last1=Mullainathan |first1=Sendhil |last2=Shafir |first2=Eldar |title=Scarcity : why having too little means so much |date=2013 |publisher=Henry Holt and Company |location=New York |isbn=9780805092646 |edition=First}}</ref> Such as impulse buys or habitual purchases, are made almost instantaneously with little or no investment of time or effort in information search.

Some purchase decisions are made by groups (such as families, households or businesses) while others are made by individuals. When a purchase decision is made by a small group, such as a household, different members of the group may become involved at different stages of the decision process and may perform different roles. For example, one person may suggest the purchase category, another may search for product-related information while yet another may physically go to the store, buy the product, and transport it home. It is customary to think about the types of decision roles; such as:

[[File:1970sgrocerystore.jpg|thumb|left|In a family unit, an adult female often makes brand choices on behalf of the entire household, while children can be important influencers.]]

;The Initiator: the person who proposes a brand (or product) for consideration (something in return);
;The Influencer: someone who recommends a given brand;
;The Decider: the person who makes the ultimate purchase decision;
;The Purchaser: the one who orders or physically buys it;
;The User: the person who uses or consumes the product.<ref>Rossiter, J.R. and Percy, L., "Advertising Communication Models", in: ''Advances in Consumer Research,'' Volume 12, Elizabeth C. Hirschman and Moris B. Holbrook (eds), Provo, UT : Association for Consumer Research, 1985, pp 510-524., Online: http://acrwebsite.org/volumes/6443/volumes/v12/NA-12 {{Webarchive|url=https://web.archive.org/web/20191125140459/http://www.acrwebsite.org/volumes/6443/volumes/v12/NA-12 |date=25 November 2019 }} or http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6443</ref>

For most purchase decisions, each of the decision roles must be performed, but not always by the same individual. For example, in the case of family making a decision about a dining-out venue, a parent may initiate the process by intimating that they are too tired to cook. The children are important influencers in the overall purchase decision, but both parents may act as joint deciders performing a gate-keeping role by vetoing unacceptable alternatives and encouraging more acceptable alternatives. The importance of children as influencers in a wide range of purchase contexts should never be underestimated and the phenomenon is known as [[pester power]].<ref>Kenway, J. and Bullen, E., ''Consuming Children: Education, Entertainment, Advertising,'' Buckingham, Open University Press, 2001</ref>

[[File:Purchase decision model.jpg|thumb|The purchasing decision model]]

To approach the mental processes used in purchasing decisions, some authors employ the concept of the [[black box]], which represents the cognitive and affective processes used by a consumer during a purchase decision. The decision model situates the black box in a broader environment which shows the interaction of external and internal stimuli (e.g. consumer characteristics, situational factors, marketing influences, and environmental factors) as well as consumer responses.<ref name="sandhusen218">Sandhusen, R. L.,  ''Marketing,'' 2000. Cf. [https://books.google.com/books?id=8qlKaIq0AccC S. 218]</ref> The black box model is related to the [[black box theory]] of [[behaviourism]], where the focus extends beyond processes occurring ''inside'' the consumer and also includes the ''relation'' between the stimuli and the consumer's response.

The decision model assumes that purchase decisions do not occur in a vacuum. Rather, they occur in real time and are affected by other stimuli, including external environmental stimuli and the consumer's momentary situation. The elements of the model include interpersonal [[Stimulus (psychology)|stimuli]] (between people) or intrapersonal stimuli (within people), environmental stimuli and marketing stimuli.<ref name="sandhusen219">Sandhusen, Richard L.,''Marketing'' (2000). Cf. [https://books.google.com/books?id=8qlKaIq0AccC S. 219]</ref>  Marketing stimuli include actions planned and carried out by companies, whereas environmental stimuli include actions or events occurring in the wider operating environment and include social, economic, political, and cultural dimensions. In addition, the buyer's black box includes buyer characteristics and the decision process, which influence the buyer's responses.

[[File:Chest of drawers made from old suitcases, Jean Paul Gaultier 2013.jpg|thumb|Purchases of up-market perfumes, often bought as gifts,  are high involvement decisions because the gift symbolises the relationship between the giver and the intended recipient.]]

=== Problem recognition ===
The first stage of the purchase decision process begins with ''problem recognition'' (also known as category need or need arousal). This is when the consumer identifies a need, typically defined as the difference between the consumer's current state and their desired or ideal state. A simpler way of thinking about problem recognition is that it is where the consumer decides that they are 'in the market' for a product or service to satisfy some need or want. The strength of the underlying need drives the entire decision process.<ref>{{cite journal | title = Prediction of Consumer Behavior by Experts and Novices | author = J. Scott Armstrong | journal = Journal of Consumer Research | volume = 18 | issue = 2 | pages = 251–256 | year = 1991 | doi = 10.1086/209257 | doi-access = free }}</ref>

Theorists identify three broad classes of problem-solving situation relevant for the purchase decision:<ref>Egan, J., ''Marketing Communications,'' London, Thomson Learning, pp 54-55</ref>

;Extensive [[problem solving|problem-solving]]: Purchases that warrant greater deliberation, more extensive information search and evaluation of alternatives. These are typically expensive purchases, or purchases with high social visibility e.g. fashion, cars.
;Limited problem-solving: Known or familiar purchases, regular purchases, straight re-buys. Typically low-priced items.
;Routinised problem-solving: Repeat purchases or habitual purchases

Consumers become aware of a problem in a variety of ways including:<ref>Punj, G. and Srinivasan, N., "Influence of Problem Recognition on Search and Other Decision Process Variables: a Framework For Analysis", in ''Advances in Consumer Research'', Vol. 19, John F. Sherry, Jr. and Brian Sternthal (eds), Provo, UT : Association for Consumer Research, 1992, pp 491–497, Online:
http://acrwebsite.org/volumes/7348/volumes/v19/NA-19</ref>

[[File:CD Slot Mount.png|thumb|The purchase of a mobile phone may trigger the desire for accessories such as this phone mount for use in a car.]]

;Out-of-Stock/ Natural Depletion: When a consumer needs to replenish stocks of a consumable item e.g. ran out of milk or bread.
;Regular purchase: When a consumer purchases a product on a regular basis e.g. newspaper, magazines.
;Dissatisfaction: When a consumer is not satisfied with the current product or service.
;New Needs or Wants: Lifestyle changes may trigger the identification of new needs e.g. the arrival of a baby may prompt the purchase of a cot, stroller, and car-seat for the baby.
;Related products: The purchase of one product may trigger the need for accessories, spare parts, or complementary goods and services e.g. the purchase of a printer leads to the need for ink cartridges; the purchase of a digital camera leads to the need for memory cards.
;Marketer-induced problem recognition: When marketing activity persuades consumers of a problem (usually a problem that the consumer did not realise they had). The consciously, and subconsciously, consumed content in [[old media|traditional]] as well as [[social media|social]] media greatly plays the role of a stimulus for the consumer's recognition of a new need.
;New Products or Categories: When consumers become aware of new innovative products that offer a superior means of fulfilling a need. Disruptive technologies such as the advent of wireless-free communications devices can trigger a need for plethora of products such as a new mouse or printer.

=== Information search ===
[[File:Customer journey with touchpoints English.png|thumb|left|Customer purchase decision, illustrating different communications touchpoints at each stage]]

During the information search and evaluation stages, the consumer works through processes designed to arrive at a number of brands (or products) that represent viable purchase alternatives.  Typically consumers first carry out an internal search and scan their memory for suitable brands. The '''evoked set''' is the set of brands that a consumer can elicit from memory and is typically a very small set of some 3- 5 alternatives.<ref>Reilly, M. and Parkinson, T.L., "Individual and Product Correlates of Evoked Set Size For Consumer Package Goods", in Elizabeth C. Hirschman and Moris B. Holbrook (eds), ''Advances in Consumer Research,''  Vol. 12, Provo, UT: Association for Consumer Research, pp 492–497, Online: http://acrwebsite.org/volumes/6440/volumes/v12/NA-12 {{Webarchive|url=https://web.archive.org/web/20200728195104/https://www.acrwebsite.org/volumes/6440/volumes/v12/NA-12 |date=28 July 2020 }}</ref> Consumers may choose to supplement the number of brands in the evoked set by carrying out an ''external search'' using sources such as the Internet, manufacturer/brand websites, shopping around, product reviews, referrals from peers and the like. The readiness of information availability has raised the informedness of the consumers: the degree to which they know what is available in the marketplace, with precisely which attributes, and at precisely what price.<ref>{{Cite journal |last=Clemons |first=Eric K. |date=2008 |title=How Information Changes Consumer Behavior and How Consumer Behavior Determines Corporate Strategy |url=http://www.jstor.org/stable/40398715 |journal=Journal of Management Information Systems |volume=25 |issue=2 |pages=13–40 |doi=10.2753/MIS0742-1222250202 |jstor=40398715 |issn=0742-1222|url-access=subscription }}</ref>

The fact that a consumer is aware of a brand does not necessarily mean that it is being considered as a potential purchase. For instance, the consumer may be aware of certain brands, but not favourably disposed towards them (known as the ''inept set''). Such brands will typically be excluded from further evaluation as purchase options. For other brands, the consumer may have indifferent feelings (the ''inert set'').<ref>{{cite journal |last1=Kakkar |first1=Pradeep |title=Inert Set or Inferred Set? A Comment |journal=Journal of Marketing |date=July 1976 |volume=40 |issue=3 |pages=59–60 |doi=10.1177/002224297604000312 |s2cid=167299845 }}</ref> As the consumer approaches the actual purchase, they distill the mental list of brands into a set of alternatives that represent realistic purchase options, known as the ''[[consideration set]]''.<ref>{{cite journal |last1=Roberts |first1=John |title=A Grounded Model of Consideration Set Size and Composition |journal=Advances in Consumer Research |date=1989 |volume=16 |pages=749–757 |url=https://www.acrwebsite.org/volumes/5967/volumes/v16/NA-16 }}</ref>  By definition, the consideration set refers to the "small set of brands which a consumer pays close attention to when making a purchase decision".<ref>Howard, J. A. and Sheth, J.N., ''The Theory of Buyer Behaviour,'' New York: Wiley, 1969</ref> This ultimately leads to a ''choice set'' which includes the alternatives that are strong contenders for purchase.<ref>{{Cite web |title=Marketing Reading: Consumer Behavior and the Buying Process ^ 8167 |url=https://store.hbr.org/product/marketing-reading-consumer-behavior-and-the-buying-process/8167 |access-date=2024-03-01 |website=HBR Store |language=en}}</ref>

Specific brand names enter the consumer's consideration set based on the extent to which they satisfy the consumer's purchasing objectives and/or the salience or accessibility of the brand at the time of making the purchase decision.<ref>{{cite journal |last1=Shocker |first1=Allan D. |last2=Ben-Akiva |first2=Moshe |last3=Boccara |first3=Bruno |last4=Nedungadi |first4=Prakash |title=Consideration set influences on consumer decision-making and choice: Issues, models, and suggestions |journal=Marketing Letters |date=1 August 1991 |volume=2 |issue=3 |pages=181–197 |doi=10.1007/BF00554125 |s2cid=189942892 }}</ref> By implication, brand names that are more memorable are more likely to be accessible. Traditionally, one of the main roles of advertising and promotion was to increase the likelihood that a brand name was included in the consumer's evoked set.<ref>Business Dictionary, http://www.businessdictionary.com/definition/evoked-set.html {{Webarchive|url=https://web.archive.org/web/20161130095237/http://www.businessdictionary.com/definition/evoked-set.html |date=2016-11-30 }}</ref> Repeated exposure to brand names through intensive advertising was the primary method for increasing ''top-of-mind [[brand awareness]]''. However, the advent of the Internet means that consumers can obtain brand/product information from a multiplicity of different platforms. In practice, the '''consideration set''' has assumed greater importance in the purchase decision process because consumers are no longer totally reliant on memory. This is marketing, which could be defined as "the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return."<ref>Kotler P. & Keller, K. (2006). Marketing Management. Pearson Prentice Hall, New Jersey</ref> This definition strongly implies that the relationship is built upon an exchange and the "creation" of value. This means that a need is built for a consumer, with the product presented or advertised to them through an analytical study of the user's patterns of consumption and their behaviours and habits. The implication for marketers is that relevant brand information should be disseminated as widely as possible and included on any forum where consumers are likely to search for product or brand information, whether traditional media or digital media channels. Thus, marketers require a rich understanding of the typical consumer's [[touchpoint]]s.

=== Evaluation of alternatives ===
[[File:Burlington Arcade, shops.jpg|thumb|right|Consumers shopping at London's Burlington Arcade engage in a variety of recreational and functional purchasing activities - from window shopping through to transporting their purchases homewards.]]

Consumer evaluation can be viewed as a distinct stage. Alternatively, evaluation may occur continuously throughout the entire decision process. Consumers evaluate alternatives in terms of the '''functional''' (also called ''utilitarian'') and '''psycho-social''' (also called the ''value-expressive'' or the ''symbolic'') benefits offered.<ref>Belch, G, Belch, M.A, Kerr, G. and Powell, I., Advertising and Promotion Management: An Integrated Marketing Communication Perspective, McGraw-Hill, Sydney, Australia, 2009, p.138</ref>
* ''Functional benefits'' are the tangible outcomes that can be experienced by the consumer such as taste or physical appearance.
* ''Psycho-social benefits'' are the more abstract outcomes or the personality-related attributes of a brand, such as the social currency that might accrue from wearing an expensive suit or designer label or driving a 'hot' car.

[[Brand image]] (or brand personality) is an important psycho-social attribute. Consumers can have both positive and negative beliefs about a given brand.<ref>Winchester, J. R. and Bogomolova, S., "Positive and negative brand beliefs and brand defection/uptake", ''European Journal of Marketing'', Vol. 42, No. 5/6, 2008,  pp.553 - 570</ref> A considerable body of research suggests that consumers are predisposed towards brands with a personality that matches their own and that a good match can affect brand preference, brand choice, satisfaction with a brand, brand commitment and loyalty, and the consumer's propensity to give positive word-of-mouth referrals.{{citation needed|date=February 2022}} The branch of consumer behaviour that investigates the matching of a brand's personality and the consumer's personality is known as ''self-congruity research.'' <ref>Sirgy, M. J., "Using self-congruity and ideal congruity to predict purchase motivation", ''Journal of Business Research,'' 1985, Vol. 13, No. 3, pp 195-206, {{doi|10.1016/0148-2963(85)90026-8}}</ref> The social media presence of a brand plays a huge part in this stage, with the effect described as "Think of regular media as a one-way street where you can read a newspaper or listen to a report on television, but you have very limited ability to give your thoughts on the matter. Social media, on the other hand, is a two-way street that gives you the ability to communicate too."<ref>Nations, D. (2019). "[https://www.lifewire.com/what-is-social-media-explaining-the-big-trend-3486616 What Is Social Media?]" Lifewire.</ref> Consumer beliefs about a brand or product category may vary depending on a range of factors including the consumer's prior experience and the effects of selective perception, distortion, and retention. Consumers who are less knowledgeble about a category tend to evaluate a brand based on its functional characteristics. However, when consumers become more knowledgeable, functional attributes diminish and consumers process more abstract information about the brand, notably the self-related aspects.<ref>Sirgy, H.J., Lee, D-J and Yu, G.B., "Revisiting Self-congruity Theory in Consumer Behavior", in ''Routledge International Handbook of Consumer Psychology,'' Cathrine V. Jansson-Boyd and Magdalena J. Zawisza (eds), Routledge, 2017, p. 193</ref>

The marketing organisation needs a deep understanding of the benefits most valued by consumers and therefore which attributes are most important in terms of the consumer's purchase decision. It also needs to monitor other brands in the customer's consideration set to optimise planning for its own brand. During the evaluation of alternatives, the consumer ranks or assesses the relative merits of different options available. No universal evaluation process is used by consumers across all-buying situations.<ref>Kotler, P and Armstrong, G., Principles of Marketing, Upper Saddle River, N.J., Pearson, 2014.</ref> Instead, consumers generate different evaluation criteria depending on each unique buying situation. Social media further enables consumers to share views with their peers about the product they are looking to purchase.<ref>Stileman, P. (2009), To What Extent has Social Media Changed the Relationship between Brand and Consumer, Dissertation of MA Advertising, Bucks New University</ref> This way, consumers can gauge the positive and negative sides of each alternative, and decide even more conveniently as for the best product to buy. Thus the relevant evaluation attributes vary according to across different types of consumers and purchase contexts. For example, attributes important for evaluating a restaurant would include food quality, price, location, atmosphere, quality of service, and menu selection. Consumers, depending on their geographic, demographic, psychographic and behavioural characteristics, will decide which attributes are important to them. Potential patrons seeking a pleasant dining experience may be willing to travel further distances to patronise a fine-dining venue compared to those wanting a quick meal at a more utilitarian eatery. After evaluating the different product attributes, the consumer ranks each attribute or benefit from highly important to least important. These priorities are directly related to the consumer's needs and wants.<ref>Suri, R. and Monroe, K.B., "Effect of Consumers' Purchase Plans on the Evaluation of Bundle Offers", in Advances in Consumer Research Vol. 22, Frank R. Kardes and Mita Sujan (eds), Provo, UT, Association for Consumer Research, 1995 pp 588–593, Online: http://acrwebsite.org/volumes/7816/volumes/v22/NA-22</ref> Thus, the consumer arrives at a weighted score for each product or brand which represents the consumer's subjective assessment of individual attribute scores weighted in terms of their importance. Using these scores, they arrive at a total mental score or rank for each product/brand under consideration.<ref>Siddiqui, S. and Agarwal, K., "The Consumer's Purchase Decision Process: A Theoretical Framework", ''International Journal of Science Technology and Management,'' Vol. 6, No. 6, 2017, pp 361-367</ref>

===Purchase decision===
Once the alternatives have been evaluated, the consumer firms up their resolve to proceed through to the actual purchase. For example, the consumer might say to themself, "Yes, I will buy Brand X one day." This self instruction to make a purchase is known as ''purchase intent.'' Purchase intentions are a strong yet imperfect predictor of sales. Sometimes purchase intentions simply do not translate into an actual purchase and this can signal a marketing problem.<ref>Morwitz, V.G., Steckel, J. and Gupta, A., "When Do Purchase Intentions Predict Sales?" ''International Journal of Forecasting,'' Vol. 23, No. 3, 2007, pp 347-64.</ref> For instance, a consumer may wish to buy a new product, but may be unaware of the retail outlets that stock it, so that purchase cannot proceed. The extent to which purchase intentions result in actual sales is known as the ''sales conversion'' rate.<ref>Armstrong, J. S., Morwitz, V. and Kumar, V., "Sales Forecasts for Existing Consumer Products and Services: Do Purchase Intentions Contribute to Accuracy?" ''International Journal of Forecasting,'' Vol. 16, No. 3, 2000, pp 383–397; Retrieved from http://repository.upenn.edu/marketing_papers/143</ref>

[[File:HK Central night Soho restaurant shop 2.JPG|thumb|Happy hour, where two drinks can be purchased for the price of one, is a strong call-to-action because it encourages consumers to buy now rather than defer purchasing to a later time.]]

Organisations use a variety of techniques to improve conversion rates. The provision of easy credit or payment terms may encourage purchase. Sales promotions such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now rather than defer purchases for a later date. Advertising messages with a strong [[Call to action (marketing)|''call-to-action'']] are yet another device used to convert customers.<ref>Business Dictionary, http://www.businessdictionary.com/definition/call-to-action.html {{Webarchive|url=https://web.archive.org/web/20161025110404/http://www.businessdictionary.com/definition/call-to-action.html |date=2016-10-25 }}</ref> A call-to-action is any device designed to encourage immediate sale.<ref>Eisenberg, B., ''CALL TO ACTION: Secret Formulas to Improve Online Results,'' Nashville, Tennessee, Thomas Nelson, 2006, p. 20</ref> Typically, a call-to-action includes specific wording in an advertisement or selling pitch that employs imperative verbs such as "Buy now!" or "Don't wait!". Other types of calls-to-action might provide consumers with strong reasons for purchasing immediately such an offer that is only available for a limited time (e.g. 'Offer must expire soon'; 'Limited stocks available') or a special deal usually accompanied by a time constraint (e.g. 'Order before midnight to receive a free gift with your order'; 'Two for the price of one for the first 50 callers only'). Additionally, service convenience is a saving of effort, in the way that it minimises the activities that customers may bear to buy goods and services.<ref>Berry, L.L., Seiders, K., Grewal, D., 2002. Understanding service convenience. Journal of
Marketing 66 (3), 1-17</ref> The key to a powerful call-to-action is to provide consumers with compelling reasons to purchase promptly rather than defer purchase decisions.

As consumers approach the actual purchase decision, they are more likely to rely on personal sources of information.<ref>Srinivasan, N., "Pre-purchase External Search Information", in Valarie A. Zeithaml (ed), ''Review of Marketing 1990'', Marketing Classics Press (AMA), 2011, pp 153-189</ref> For this reason, personal sales representatives must be well versed in giving sales pitches and in tactics used to close the sale. Methods used might include 'social evidence', where the salesperson refers to previous success and satisfaction from other customers buying the product. 'Scarcity attraction' is another technique, where the salesperson mentions that the offer is limited, as it forces the consumer to make a quicker decision and therefore spend less time evaluating alternatives.<ref name=":6">{{Cite book |last1=Andrea |first1=Broden |title=Impulse buying, reasons why, consumer electronics - Oh My |last2=Soderberg |first2=Caroline |year=2011}}</ref>

=== Post-purchase evaluation ===
Following purchase and after experiencing the product or service, the consumer enters the final stage, namely post-purchase evaluation. Foxall suggested that post-purchase evaluation can provide key feedback to marketers because it influences future purchase patterns and consumption activities.<ref>Foxall, G. (2005) ''Understanding Consumer Choice,'' Basingstoke. Palgrave Macmillan, 2005</ref><ref>Engel, James F., Kollat, David T. and Blackwell, Rodger D. (1968) ''Consumer Behavior'', 1st ed. New York: Holt, Rinehart and Winston 1968</ref>

The post purchase stage is where the consumer examines and compares product features, such as price, functionality, and quality with their expectations.<ref>{{Cite journal|title=Taylor & Francis Online|journal=International Journal of Electronic Commerce|volume=8|issue=3|pages=131–161|doi=10.1080/10864415.2004.11044302|year=2004|last1=Gupta|first1=Alok|last2=Su|first2=Bo-Chiuan|last3=Walter|first3=Zhiping|s2cid=16054242}}</ref> Post purchase evaluation can be viewed as the steps taken by consumers to correlate their expectations with perceived value and thus influence their next purchase decision for that good or service.<ref>{{cite journal|jstor=2488627|journal=Journal of Consumer Research|volume=9|issue=3|pages=323–328|last1=Gilly|first1=Mary C.|title=Post-Purchase Consumer Processes and the Complaining Consumer|last2=Gelb|first2=Betsy D.|year=1982|doi=10.1086/208927}}</ref> For example, if a consumer buys a new phone and their post-purchase evaluation is positive, they will be encouraged to purchase the same brand or from the same company in the future. This is also known as "post-purchase intention".<ref>{{Cite journal|date=2009|title=The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services|journal=Computers in Human Behavior|doi=10.1016/j.chb.2009.03.003|volume=25|issue=4|pages=887–896|last1=Kuo|first1=Ying-Feng|last2=Wu|first2=Chi-Ming|last3=Deng|first3=Wei-Jaw|s2cid=42136133 }}</ref> On the contrary, if a consumer is dissatisfied with the new phone, they may take actions to resolve the dissatisfaction. Consumer actions, in this instance, could involve requesting a refund, making a complaint, deciding not to purchase the same brand or from the same company in the future, or even spreading negative product reviews to friends or acquaintances, possibly via social media.

After acquisition, consumption, or disposition, consumers may feel some uncertainty in regards to the decision made, generating in some cases regret. Post-decision dissonance<ref>[http://www.cios.org/encyclopedia/persuasion/Dcognitive_dissonance_2_decision.htm Post-decision dissonance]</ref> (also known as [[cognitive dissonance]]) is the feeling of anxiety that occurs in the post purchase stage, as well as the uneasy feelings or concerns as to whether or not the correct decision was made at purchase.<ref name=":0">{{Cite book|title=486670 Consumer behaviour|author1=MacInnis, D. J. |author2=Pieters, R. |author3= Hoyer, W. D |name-list-style=amp |publisher=Cengage Learning Australia Pty Limited|year=2014}}</ref> Some consumers, for instance, may regret that they did not purchase one of the other brands they were considering. This type of anxiety can affect consumers' subsequent behaviour and may have implications for repeat patronage and customer loyalty.

Consumers use a number of strategies to reduce post purchase dissonance. A typical strategy is to look to peers or significant others for validation of the purchase choice. Customers have always been led by the opinions of friends and family, but nowadays this is corroborated by social media likes, reviews, and testimonials. Marketing communications can also be used to remind consumers that they made a wise choice by purchasing Brand X.<ref name=":1">{{Cite book|title=Advertising and promotion: An integrated marketing communications perspective|author1=Belch, G. E. |author2= Belch, M. A |name-list-style=amp |publisher=McGraw-Hill Irwin|year=2012|location=New York}}</ref>

When consumers make unfavorable comparisons between the chosen option and the options forgone, they may feel post-decision regret or [[buyer's remorse]]. Consumers can also feel short-term regret when they avoid making a purchase decision, however this regret can dissipate over time. Through their experiences consumers can learn and also engage in a process called ''hypothesis testing''. This refers to the formation of hypotheses about the products or a service through prior experience or word of mouth communications. There are four stages that consumers go through in the hypothesis testing: Hypothesis generation, exposure of evidence, encoding of evidence, and integration of evidence.