age.F. The Postpurchase Evaluation Stage1. The final stage of the consumer purchase-decision process is postpurchase evaluation.2. The consumer decides whether the product and purchase experience meet or exceed expectations.3. Postpurchase dissonance is feelings of anxiety or doubt about the wisdom of the purchase decision.a. The marketer wants to do everything possible to satisfy customers as a way of encouraging a long-term relationship.b. You also want to reassure customers that they've made the right decision.4. Many marketers try to minimize postpurchase dissonance by guaranteeing satisfaction.G. Involvement and the Purchase-Decision Process1. Not every consumer purchase decision follows the full five-stage process.a. The purchase decision varies with the level of involvement.b. Involvement is the level of importance or interest that a consumer attaches to a certain product or purchase.2. Involvement tends to be high when the decision:a. Carries significant perceived risks.b. Has considerable personal or emotional meaning.c. Enhances a long-standing interest.3. The level of consumer involvement determines the complexity of the purchase-decision process.a. Extended problem solving (1) Extended problem solving is an approach in which the consumer consciously searches for information, carefully evaluates alternatives, and analyzes the results.(2) Consumers who perceive significant differences between brands are likely to use this approach.b. Limited problem solving(1) Using limited problem solving, the customer chooses among a number of unfamiliar alternatives in a familiar purchase situation.(2) Searching out alternatives and making a decision takes less time than with extended problem solving.c. Routine problem solving() In routine problem solving the consumer makes a quick choice, taking little time to consider the alternatives.() This mode occurs when people habitually buy the same product or brand with little conscious thought.4....
