Post-purchase Evaluations Research Articles

An examination of consumers' use of heuristic cues in making satisfaction judgments

This study was undertaken to investigate the propensity of consumers to rely on heuristic cues when making satisfaction judgments in a repeat-purchase context. The objective of this investigation was twofold: first, to investigate the impact of mood states at the information-encoding stage for both on-line and memory-based judgments, and second, to examine whether information-processing efficiency can provide new insight into the initial-judgment effect in a consumer-behavior context. The results of this experiment indicate that inefficient information processors may be subject to biased satisfaction evaluations caused by their mood states at the information-encoding stage. Efficient information processors, on the other hand, tend to partial out the impact of mood in their postpurchase evaluations. Despite this fact, high-capacity information processors are not free from bias; they seem to be heavily guided by prior judgments in subsequent evaluations of the same consumption object. In sum, motivation rather than ability to process information may be the key factor in a consumer's propensity to use heuristics during the postpurchase evaluation process. The marketing implications of these findings are briefly discussed. © 1998 John Wiley & Sons, Inc.

Mexican Resorts: A Blueprint with an Expiration date

Since 1960 five ambitious coastal projects have expanded Mexico's vacation destinations. Conceived as integrated resorts and master-planned to grow in phases, they are overseen by the government. Master-planned resorts benefit from synergy, critical mass, and control that the developer can exercise over land use. While marketing of individual destinations and properties remains essential, the expanding networks of a region's destinations and hotel companies' properties provide excellent opportunities for cooperative selling and for influencing tourists' pre-decision processes, post-purchase evaluations, and future decision making once they're already on site. Hotels would be wise to promote nearby affiliated hotels to guests as a way of promoting longer stays and gaining repeat business.

Medical Examination of Horses at Auction Sales

The role of the veterinarian at auction sales begins long before the consignment is assembled. A number of veterinarians are called upon by sales companies to evaluate the candidates before acceptance into the consignment. At sales time, the number of veterinarians involved grows to large numbers as the prospective buyers employ them to evaluate the animals to suit their individual needs. Professional ethics must be considered at all times when evaluating animals before auction. The findings must be kept confidential. The consignor allows veterinarians to examine his or her animals with the understanding that the opinions are kept in confidence with the individual employing the veterinarian. Frequently, more than one buyer will request radiographs of an animal that the veterinarian has previously examined for another buyer. This is best resolved by sharing the fee and the information found in the examination. Unfortunately, it is impossible to prevent a client from revealing information to another buyer, and the consignor often blames the veterinarian for disclosing findings. It is obvious that the veterinarian's' ethics are on trial at auction sales, and a veterinarian must guard his or her confidential opinion at all times.