MGMC02H3 Study Guide - Final Guide: Dogma, Frugality, Social Psychology
Document Summary
Post-decision dissonance: feeling of anxiety over whether the correct decision was made. ie. whether you should have bought a shirt or a skirt. Most likely to occur when more than one alternative is attractive and decision is important. Post-decision regret: a feeling that you should have purchased another option. May feel regret even if you have no info about the unchosen alterative, especially if can"t reverse decision, have negative outcome from chosen alternative, or made a change from status quo. After consumers decide to switch to diff alternative, even if. Breaking major decision into series of smaller. Help consumers reduce post decision dissonance and regret to diminish negative feelings related to the offering. Providing supporting and feel good info about product before and after purchase. Consumers acquire knowledge through processes such as info search, exposure to marketing communications, and observation of others consumer learning. Experiences that occur during acquisition, consumption, or disposition can be equally important sources of consumer knowledge.
