Conference Proceeding Article
Product information search is typically assumed to follow the recognition of a purchase need and to occur before decision making. Once a sale transaction is completed, searching for information (e.g. price) on the purchased product seems futile and even irrational. Real-life observation and prior research (e.g. Russo and Leclerc 1994), however, suggest that such post-purchase search behavior is pervasive among consumers despite having no apparent consequence.
Post purchase, consumer behavior, price information
Marketing | Sales and Merchandising
Advances in Consumer Research
Association for Consumer Research
City or Country
Chang, Hannah, Cecile Cho and Leonard Lee. 2010. "Seeking Emotion Enhancement Or Uncertainty Resolution? A Dual-System Approach to Examining Post-Purchase Information Search." Advances in Consumer Research, vol. 37, 192-193.