论文信息 - The Effect of Purchase Characteristics on Postdecision Product Reevaluation

The Effect of Purchase Characteristics on Postdecision Product Reevaluation

A laboratory study employing a purchase simulation suggests that characteristics of the purchase such as choice superiority, brand homogeneity, and choice familiarity play a major role in postdecisional cognitive change. Evidence also indicates that new adoption purchases of minor importance items do represent the necessary level of decision commitment for favorable product reevaluation.

Frederick W. Winter | F. Winter

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