Post-Decision Processes in Consumer Behavior

Introduction: Post-decision processes refer to the actions and evaluations that occur after a consumer has made a purchase decision. These processes include post-purchase evaluation, satisfaction, and post-purchase behavior. This case study explores the post-decision processes in consumer behavior. Read the scenario below and answer the accompanying questions.

Scenario: David is a 35-year-old technology enthusiast who recently purchased a new smartphone. He spent a considerable amount of time researching different brands, comparing features, and reading customer reviews before making his decision. David is excited about his new purchase and has high expectations for the phone's performance and functionality.

Questions:

1. Analyze the factors that may influence David's post-purchase evaluation. Discuss the role of expectations, performance, and disconfirmation in shaping his satisfaction or dissatisfaction with the smartphone. How might his pre-purchase research and prior experiences influence his post-purchase evaluation? (CLO1)

2. Evaluate the potential impact of cognitive dissonance on David's post-purchase behavior. Discuss the concept of cognitive dissonance and how it relates to consumer behavior. How might David's perception of the smartphone's features, price, or alternatives contribute to his cognitive dissonance? What actions might he take to reduce this dissonance? (CLO1)

3. Examine the role of post-purchase communication and word-of-mouth in David's consumer behavior. Discuss how his satisfaction or dissatisfaction with the smartphone might influence his likelihood to engage in positive or negative word-of-mouth communication. How might his opinions and experiences be shared with his social network, both offline and online? (CLO3)

Well explained. Use references