01/08 Post-purchase dissonance

A while ago, Rajiv's cousin took some of us to the one of the best stores in Mysore. All three levels of the government facility were packed with goodies. Initially it seemed like we hit the jackpot but shortly after paying, the post-purchase dissonance began! In my consumer behavior class we discussed the six stages of consumer's buying process:

1. problem recognition
2. information search
3. evaluation of alternatives
4. purchase decision
5. actual purchase
6. post-purchase evaluation

Since our last shopping extravaganza, I have concluded this. We all recognized the need for souvenirs and precious mementos. Then we began looking for various shops; next we had to determine which stores were credible and which were not (since all the prices seemed significantly inexpensive). After making some decisions and purchasing the items we began to reflect on all our treasures.Unable to casually return items, like we are so accustomed to doing, we reluctantly justified our Indian souvenirs. Okay, so I am slightly exaggerating. These gifts were from India-and when would we ever return? Who really wants a gift from Target anyways, if they could get something from India.

Satisfaction through justification.

Ramson's Shop had quite the stock of trinkets. From precious stones to silk journals to sandal wood figures- sarees-rugs-wall hangings--you name it, they had it! All items were reasonably priced, the only obstacle will be getting it back to the US. While Pavan K. Varma wrote in BEING INDIAN that, "Contrary to the notion that Indians are spiritual, they are really material minded," I felt like us Americans were the material-minded ones buying some many items...