After the purchase, the consumer might experience dissonance from noticing certain disquieting
features or hearing favorable things about other brands and will be alert to information that
supports his or her decision. Marketing communications should supply beliefs and evaluations
that reinforce the consumer’s choice and help him or her feel good about the brand. The marketer’s
job therefore doesn’t end with the purchase. Marketers must monitor postpurchase satisfaction,
postpurchase actions, and postpurchase product uses and disposal