Knowledge Tree
post-purchase experience
Also known as: post-purchase activities
Facts (7)
Sources
Neuro-insights: a systematic review of neuromarketing perspectives ... frontiersin.org 7 facts
claimThe post-purchase phase remains underexplored in neuromarketing because capturing neural and physiological responses related to long-term emotions like satisfaction, loyalty, or regret is difficult in controlled environments.
claimThe study introduces a 2 × 3 typology that combines decision-making (conscious vs. unconscious) with the buying stages (pre-purchase, purchase, and post-purchase) to help researchers identify gaps in existing neuromarketing literature.
procedureThe study reviews how actual consumer behavior is assessed and measured across the five stages of consumer decision-making: (1) need recognition, (2) information search, (3) evaluation of alternatives, (4) choice, and (5) post-purchase.
claimThe authors of the review introduce a 2 × 3 typology for neuromarketing that combines decision-making processes (conscious vs. unconscious) with three buying stages (pre-purchase, purchase, and post-purchase).
claimNeuroscientific techniques such as EEG, fMRI, and eye-tracking can evaluate consumer behavior across decision-making stages, including need recognition, evaluation, and post-purchase, by measuring real-time neural responses.
claimPupillometry can monitor changes in pupil size in response to post-purchase experiences, reflecting emotional arousal and cognitive load, as noted by Bradley et al. (2008).
claimConsumers often assess their experience after purchasing a product by comparing it to their initial expectations, evaluating strengths and weaknesses, and potentially rationalizing the purchase by emphasizing positive aspects.