Comparing Consumers' Recall of Prepurchase and Postpurchase Product Evaluation Experiences

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