Question

Consumers continue to evaluate the merits and value of a product they have purchased to determine if the actual performance meets their expectations, often using many of the criteria they used in the purchase decision process. It is very common, especially with expensive, high-involvement products, for marketers to have salespeople call or email recent customers to make sure they are satisfied with their new purchase. They do this to avoid or reduce ___________________________, which is doubts in the buyer's mind about whether purchasing the product was the right decision.

Answer 1

Marketers aim to prevent cognitive dissonance by ensuring customers are satisfied post-purchase. They understand that clear and accurate pre-purchase information and positive post-purchase experiences are crucial for repeat business and maintaining a strong reputation. Satisfaction and reputation are key to a customer's ongoing favorable evaluation of a product or service.

Step-by-step explanation:

Marketers frequently follow up with customers to avoid or reduce cognitive dissonance, which are doubts in the buyer's mind about whether purchasing the product was the right decision. This concern arises when consumers evaluate the merits and performance of a product post-purchase and compare it to their expectations, which originally influenced their buying decision.

Every purchase involves an expectation of satisfaction from the product or service, based on the information a buyer has before the purchase. Imperfect or unclear information can lead to regrets about past purchases or hesitation to make future ones, hence the desire among businesses to ensure customer satisfaction and maintain a good reputation.

Consumers often rely on criteria such as customer service, atmosphere, prices, and quality, which they might have applied when reading online reviews or during their own past experiences with similar products. Continual satisfaction with a product or service reinforces a positive brand reputation, leading to repeat customers and recommendations, all of which are vital for a business's success.