Post-purchase rationalization is a psychological phenomenon that occurs when a consumer justifies a purchase decision after the fact. It is a way of convincing oneself that the purchase was a good decision, even if it was made impulsively or without much thought. This phenomenon is common among shoppers, and it can have both positive and negative effects.
Definition: Post-purchase rationalization is the process of convincing oneself that a purchase was a good decision, even if it was made impulsively or without much thought. It is a way of justifying a purchase decision after the fact.
Examples: Post-purchase rationalization can take many forms. For example, a shopper may tell themselves that a purchase was necessary, even if it was not. They may also convince themselves that the purchase was a good deal, even if it was more expensive than similar items. They may also tell themselves that the purchase was a good investment, even if it was not.
Effects: Post-purchase rationalization can have both positive and negative effects. On the positive side, it can help shoppers feel better about their purchase decisions and reduce buyer’s remorse. On the negative side, it can lead to overspending and impulse buying. It can also lead to buyers feeling guilty or embarrassed about their purchases.
Overall, post-purchase rationalization is a common phenomenon among shoppers. It can be helpful in some cases, but it can also lead to negative consequences. It is important for shoppers to be aware of this phenomenon and to be mindful of their spending habits.
Do you want to expand your knowledge on this topic? Read our full in-depth article on cognitive biases.
Do you have extra 15 minutes today? Takeour fun and interactive quiz to learn which of 16 reasoning styles you use, your overall level of rationality, and what you can do now to improve your rationality skills.