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

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.



Citation:

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 .

Authors

Hannah Chang, Singapore Management University, Singapore
Cecile Cho, Moscow School of Management, Skolkovo, Russia
Leonard Lee, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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