SciELO journals
Browse
1/1
6 files

CONSUMERS’ KNOWLEDGE, MAXIMIZING TENDENCIES, AND POST-DECISION INFORMATION SEARCH

dataset
posted on 2020-03-18, 02:40 authored by MAURA FERREIRA, CRISTIANE PIZZUTTI DOS SANTOS

ABSTRACT Nowadays consumers have more previous knowledge about products and services before making decisions. This study sheds light on the effects of consumers’ previous knowledge on post-decision information search. Previous studies argue that cognitive dissonance and feelings of regret or dissatisfaction elicit this search. However, we show through one experimental and two correlational studies that this view is incomplete. Our findings indicate that knowledgeable consumers search for more information at the post-decision stage, even when the decision cannot be modified. This main effect is stronger (weaker) for maximizers (satisficers). Also, cognitive dissonance affects the post-decision information search behavior. Therefore, we suggest a new variable, consumers’ previous knowledge, for consideration in the post-decision information search model.

History

Usage metrics

    Revista de Administração de Empresas

    Licence

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC