PRODUCT REVIEW: POST PURCHASE DISSONANCE PERSPECTIVE

Fatma A. Mohamed, Morehead State University, U.S.A.
Ahmad M. Hassan, Morehead State University, U.S.A.
Jesse C. Tipton, Morehead State University, U.S.A.

Published in

INTERNATIONAL JOURNAL OF BUSINESS RESEARCH
Volume 18, Issue 3, p39-46, October 2018

ABSTRACT

The purchase decision and post-purchase product review of 435 customers were studied. Customers’ reviews rating for their purchase were collected. Data collected shortly after the purchase decision was made, showed that the chosen products received high customer rating. Data collected for older reviews for the same products showed that the older the review the lower the customer rating. It was concluded that product choice behavior influences post-purchase attitudes about product attractiveness. The data provide a possibility of the existence of a post-decisional dissonance effect. The post-decision data suggest that individuals need to feel rational since they brought their perceptions into line with their behavior. If the post-purchase dissonance experienced by an individual is great enough, it could cause that individual to reduce dissonance by giving the product high reviews, if the review took place right after buying the product and before sufficiently trying the product and determining met or did not meet expectations.

Keywords

post-purchase dissonance, product review


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