Editing Buyer decision process (section)

===Post-purchase behavior===
These stages are important to keeping customers. Customers match products with their experiences on whether they are either content or discontent with the product. This affects the decision process for resemblant purchases from the same company in the future,<ref>Blythe, Karn (2008), Consumer Behavior. U.K., Thompson Learning, 2008</ref> mainly at the information search stage and evaluation of alternatives stage. If brand loyalty is made then customers will often fast-tracked or skip completely the information search and evaluation of alternative stages.

Either being content or discontent, a customer will spread good or bad opinions about the product. At this stage, companies try to make favorable post-purchase communication to encourage the customers to purchase.<ref>Foxall, Gordon. R., (2005) Understanding Consumer Choice USA, Palgrave Macmillan, 2005</ref>&nbsp;

Also, [[cognitive dissonance]] ([[consumer confusion]] in marketing terms) is common at this stage; customers often go through the feelings of post-purchase psychological tension or anxiety. Questions include: "Have I made the right decision?", "Is it a good choice?", etc.