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The relationship between psychologic...

Fried, Trevor A.

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The relationship between psychological types, demographics and post-purchase buyer's remorse.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	The relationship between psychological types, demographics and post-purchase buyer's remorse./
作者:	Fried, Trevor A.
面頁冊數:	133 p.
附註:	Source: Dissertation Abstracts International, Volume: 69-01, Section: A, page: 0296.
Contained By:	Dissertation Abstracts International69-01A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3295965
ISBN:	9780549413905

The relationship between psychological types, demographics and post-purchase buyer's remorse.
Fried, Trevor A.

The relationship between psychological types, demographics and post-purchase buyer's remorse. - 133 p.

Source: Dissertation Abstracts International, Volume: 69-01, Section: A, page: 0296.

Thesis (D.B.A.)--Nova Southeastern University, 2008.

Organizations employ massive marketing efforts to generate sales. However, when a customer leaves a store with a purchase, there is the possibility that upon post-purchase consideration, the customer will return the merchandise for a refund. Businesses such as realtors, auto dealerships, and swimming pool salesmen often operate under the threat of a customer choosing to cancel a sales contract. Leon Festinger's Theory of Cognitive Dissonance (1957) first outlined the notion that decision-making is an anxiety-inducing activity that leads to mental conflict. It is this conflict that leads a consumer to make post-purchase decisions that function to erode sales, revenue, and profitability. If, however, an organization could identify, at the point of sale, which customers are more likely to return merchandise or cancel a contract, then properly trained salespeople and marketing managers could defuse the future post-purchase regret that leads to product returns and contract cancellations. To do this, the organization must first identify which customers are likely to experience post-purchase regret, as demonstrated by the product return. Literature listed eight marketing-related cognitive dissonance questions, one of which asked: "What can a salesman do in the pre-decision conflict period?" To help answer this question, a salesman would be aided by any information he has access to or could surmise about the buyer before the actual sale. If a particular personality trait or temperament could be identified as being dominant in a large number of those individuals experiencing post-purchase regret, this can be used to help salespeople and marketing managers develop pre- and post-sales strategies that can minimize dissonance and subsequent product returns. This research examined the relationships between temperament styles and back-out behavior and between demographics and back-out behavior. Two questionnaires were administered to the test subjects. The first questionnaire collected demographic data and also measured the subjects' relative likelihood to return merchandise when presented with dissonance-inducing scenarios. The Myers-Briggs Type Indicator then determined psychological types and temperaments. Correlation analysis demonstrated no association between temperament and back-out behavior and no relationship between demographic variables and back-out behavior.

ISBN: 9780549413905Subjects--Topical Terms:

1017573
Business Administration, Marketing.

The relationship between psychological types, demographics and post-purchase buyer's remorse.
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