Editing Consumer behaviour (section)

=== 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.