Seeking Emotion Enhancement Or Uncertainty Resolution? a Dual-System Approach to Examining Post-Purchase Information Search

Hannah Chang, Singapore Management University, Singapore
Cecile Cho, Moscow School of Management, Skolkovo, Russia
Leonard Lee, Columbia University, USA
Consumers often seek out information (in particular, prices) about purchases they have already made, even when their prior purchase decisions are irreversible (Russo and Leclerc 1994). Adopting a dual-system approach in this research, we propose two plausible explanations for such seemingly irrational post-purchase information-search behavior. Based on the results of a series of two-stage shopping experiments, we found that while cognitively-oriented consumers engage in post-purchase information search to confirm that they have indeed made the right purchase decision, experientially-oriented consumers engage in such behavior for mood enhancement purposes when they believe that they have made the right purchase decision.
[ to cite ]:
Hannah Chang, Cecile Cho, and Leonard Lee (2010) ,"Seeking Emotion Enhancement Or Uncertainty Resolution? a Dual-System Approach to Examining Post-Purchase Information Search", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 191-194 .