- Darjan Hren
As ecommerce store owners, designers, and marketers, it’s important to be aware of the post-purchase rationalization bias and how it affects customer satisfaction.
Post-purchase rationalization (PPR) is a psychological phenomenon in which customers justify their purchases after the fact.
It can lead to feelings of buyer’s remorse and dissatisfaction, or conversely, feelings of satisfaction and loyalty. So what is PPR? How does it work? And how can you use it to create more satisfied customers? Let’s find out!
What Is Post-Purchase Rationalization?
Post-Purchase Rationalization (PPR) is a psychological phenomenon in which people justify their actions after making a purchase decision.
This is done by either coming up with reasons why the decision made was a good one or minimizing or denying any negative aspects associated with the decision.
This process occurs automatically and often unconsciously; customers may not even be aware they are doing it until they reflect on their experience afterwards.
Why Does Post Purchase Rationalization Occur?
Post-purchase rationalization has been linked to cognitive dissonance – an uncomfortable feeling that occurs when someone holds two contradictory beliefs or ideas simultaneously.
For example, if a customer makes a purchase but then realizes they could have saved money elsewhere, they may feel cognitive dissonance which leads them to try and minimize the difference between what they paid for something and its true worth.
By doing this, customers are able to reduce the tension created by holding two conflicting beliefs simultaneously – that they got a good deal but also paid too much for something – leading to more satisfaction with their decision overall.
How Does It Affect Customer Satisfaction?
The effects of PPR vary depending on how satisfied customers are with their purchase decisions. Those who make informed decisions about products/services are likely to feel more satisfied as these decisions usually align with their expectations; PPR will only serve as reinforcement for these decisions rather than finding ways to justify them retrospectively.
On the other hand, those who make uninformed decisions will often try retroactively justifiably them by minimizing any negatives associated with those decisions so that they don’t regret them later on.
At its worst, post-purchase rationalization can cause buyers remorse if customers realize that they could have found better deals elsewhere or if their expectations were not met; this can lead to reduced customer satisfaction as well as negative reviews and feedback on your ecommerce store.
It’s therefore important to ensure that customer expectations are properly managed before purchases are made so that PPR doesn’t become an issue in terms of customer satisfaction down the line.
How Can You Use Post Purchase Rationalization To Create More Satisfied Customers?
There are several ways in which you can use post-purchase rationalization in order to create more satisfied customers:
Offer value for money
Offering value for money is key when it comes to keeping customers happy; make sure your prices match up with your product/service quality so that customers don’t feel like they overpaid for something once the transaction has been completed!
Focus on customer service
Providing great customer service should be high on your list of priorities when running an ecommerce store; go above and beyond what is expected from you in terms of responding quickly to queries/problems and offering helpful advice/support where needed so that customers always feel like their needs were taken into account during their shopping experience.
Be transparent about policies
If shoppers know what policies apply before making purchases then there won’t be any surprises down the line; being upfront about policies such as return timescales/conditions will help keep buyers fully informed throughout their shopping journey which should lead to increased customer satisfaction levels overall.
Provide incentives for repeat purchases
Offering incentives such loyalty points or discounts can help encourage repeat purchases from existing customers; this will not only benefit you financially but also give shoppers peace of mind knowing that spending money at your store won’t always be an expensive affair!
Conclusion about Post purchase rationalization bias
In conclusion, understanding post-purchase rationalization bias is essential for creating more satisfied customers in ecommerce stores as well as avoiding potentially damaging situations such as buyer’s remorse or negative reviews being posted online due to dissatisfied shoppers rethinking their purchase decisions afterward.
The key is understanding how PPR works and using it strategically through things like offering value for money deals, providing excellent customer service, being transparent about policies, and incentivizing repeat purchases.
With these measures put into place, you should find yourself with happier shoppers who choose your store time after time!