is the last step in the rational process. As
soon as we purchase a product, particularly a major one, we begin to
reevaluate our decision. Is the product what we expected? Is its performance satisfactory? This experience determines whether we will keep
the product, return it, or refuse to buy it again. We referred to cognitive
dissonance in the discussion of satisfaction and this is also an important factor in the post-purchase evaluation step. Many consumers continue to read information even after the purchase, to justify the
decision to themselves. Guarantees, warranties, and easy returns are
also important for reducing the fear of a purchase that goes wrong