Post-purchase rationalisation, also known as "purchase justification", is a psychological phenomenon that often occurs after the purchase of a product or service. This mental process involves the justification of a purchase decision, especially when that decision has caused cognitive dissonance. Cognitive dissonance occurs when a person has contradictory beliefs or feelings, for example if the purchase was more expensive or less useful than initially thought.
In post-purchase rationalisation, the buyer tends to overemphasise the positive aspects of the purchased product while minimising any disadvantages. This happens in an endeavour to resolve inner conflicts and to have the feeling of having made a good decision. This justification process can take place consciously or unconsciously and is a common behaviour in the consumer world.
A classic example of post-purchase rationalisation is the purchase of an expensive car. The buyer might focus on the advanced technology, prestige or performance of the vehicle to justify their decision, even if the car was well over their original budget. In such cases, justification plays a crucial role in increasing satisfaction with the purchase and alleviating any concerns about the money spent.
This concept is also relevant for marketing and customer relationship management. Companies can develop strategies to support the occurrence of post-purchase rationalisation by highlighting the value of their product or service. This can be done through targeted post-purchase communications, such as thank you letters or customer satisfaction surveys. By validating the buyer's decision, companies can increase customer satisfaction and build long-term customer relationships.
In summary, post-purchase rationalisation is a widespread phenomenon that is important for both consumers and companies. By understanding and addressing this psychological aspect, companies can help improve their customers' buying experience and create stronger customer loyalty.