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Comparing Consumers' Recall of Prepurchase and Postpurchase Product Evaluation Experiences


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  • Gardial, Sarah Fisher, et al
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    This study explores the phenomenon of postpurchase product evaluations primarily by comparing consumers' recalled postpurchase evaluation experiences with the recalled prepurchase evaluation experiences. Personal interviews and retrospective verbalizations were employed so that respondents could describe the phenomena in their own experiences and words. A secondary comparison was also made between consumers' postpurchase evaluation experiences in general versus those specifically cued by the terms "satisfaction" and "dissatisfaction." While some similarities exist, the results show important differences between respondents postpurchase thoughts versus those from both prepurchase and satisfaction. Significant implications of these results for theory, measurement, and future research are discussed. Copyright 1994 by the University of Chicago.

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    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 20 (1994)
    Issue (Month): 4 (March)
    Pages: 548-60

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    Handle: RePEc:ucp:jconrs:v:20:y:1994:i:4:p:548-60

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    Cited by:
    1. Klaus G. Grunert & Tino Bech-Larsen & Liisa Lähteenmäki & Øydis Ueland & Annika Åström, 2004. "Attitudes towards the use of GMOs in food production and their impact on buying intention: The role of positive sensory experience," Agribusiness, John Wiley & Sons, Ltd., vol. 20(1), pages 95-107.
    2. Erifili Papista & Athanasios Krystallis, 2013. "Investigating the Types of Value and Cost of Green Brands: Proposition of a Conceptual Framework," Journal of Business Ethics, Springer, vol. 115(1), pages 75-92, June.
    3. Tsiros, Michael, 1998. "Effect of Regret on Post-choice Valuation: The Case of More Than Two Alternatives," Organizational Behavior and Human Decision Processes, Elsevier, Elsevier, vol. 76(1), pages 48-69, October.
    4. Brunsø, Karen & Fjord, Thomas Ahle & Grunert, Klaus G., 2002. "Consumers' food choice and quality perception," MAPP Working Papers, University of Aarhus, Aarhus School of Business, The MAPP Centre 77, University of Aarhus, Aarhus School of Business, The MAPP Centre.
    5. Jolley, Bill & Mizerski, Richard & Olaru, Doina, 2006. "How habit and satisfaction affects player retention for online gambling," Journal of Business Research, Elsevier, vol. 59(6), pages 770-777, June.


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