Why must marketers recognize the significance of the consumer's postpurchase evaluation stage?
A)Cognitive dissonance may cause customers to never again purchase the product that was the source of the psychological tension.
B)Dissatisfied customers are unlikely to repurchase the marketer's product.
C)Consumers often seek out information to confirm the wisdom of their choice.
D)Dissatisfied customers are likely to be a source of negative word-of-mouth information.
E)All of the above are reasons why marketers must recognize the significance of the consumer's post-purchase evaluation stage.

Question

Quizplus · Accepted Answer

All of the given options are valid reasons as to why marketers must recognize the significance of the consumer's post-purchase evaluation stage. Consumers may experience cognitive dissonance if they feel buyer's remorse, causing them to avoid repurchasing the product. Dissatisfied customers can leave negative feedback and reviews, causing potential customers to avoid the product altogether. Consumers may also seek out information to confirm the wisdom of their choice, and positive feedback from happy customers can lead to repeat business and positive word-of-mouth marketing. Therefore, recognizing and addressing consumers' evaluation stage can have an impact on a product's success in the market.

Why Must Marketers Recognize the Significance of the Consumer's Postpurchase