MGMC02H3 Chapter Notes - Chapter 11: Confirmation Bias, Equity Theory, Statistical Hypothesis Testing

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2 Aug 2012
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Post-decision dissonance- a feeling of anxiety over whether the correct decision was made. Most likely to occur when more than one alternative is attractive and the decision is important. One way of reducing this is to search for additional information, this search is very selective. Post-decision regret- a feeling that one should have purchased another option. You may feel regret even if you have no info about unchosen alternatives. If u can"t reverse your decision, have negative outcome from your chosen alternative, or have made a change from the status quo. Experiences that occur during acquisition, consumption, or disposition are important sources of consumer knowledge: more motivated to learn under these circumstances, actually experiencing event is more involving, they have more control. Info is more vivid and easier to rmb than other types of info, not always accurate. Important because without them, consumers are less likely to gather evidence that they need to learn.