Theories of post-purchase evaluation.

Post-purchase evaluation refers to the process by which consumers assess the product or service after consumption, determining whether their expectations were met and if they are satisfied. Several theories explain this evaluation process.

One of the most common theories is Cognitive Dissonance Theory. This suggests that after making a purchase, consumers may experience discomfort if the product doesn’t meet their expectations ____ _____ _______ _______ ___ ________.
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