Explain the Role That Attribution Theory Plays in Post-Purchase Evaluations

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The Answer is Answers will vary. Attribution theory plays a role in what happens after purchase and consumption. When a consumer is highly engaged and has put a lot of effort into producing and creating the consumption experience, he or she may be very much inclined to take credit when things go well. When things don't go so well at first, the confirmatory bias may kick in and the consumer may deny that things are going poorly. But when things go well, the consumer is likely to become more convinced that the brand choice was correct, become even more engaged with the brand, and be very willing to tell others about the experience by spreading positive word-of-mouth. Thus, customer engagement in co-creation of both utilitarian and hedonic value creates a stickiness that encourages consumers to tell others about their experience and exhibit loyalty-related behaviors. In other words, consumers will stick with the choice regardless of whether the experience is virtual (e.g., through online social networking) or actual (as with vacation resorts).

Explain the Role That Attribution Theory Plays in Post-Purchase Evaluations

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