Post purchase experience - A multidisciplinary review
Editor: Boks, Casper; Sigurjonsson, Johannes; Steinert, Martin; Vis, Carlijn; Wulvik, Andreas
Author: Dahl, Martin; Keitsch, Martina; Boks, Casper
Institution: NTNU, Norway
Section: Design, Emotion and Philosophy
The majority of literature on consumer behavior and marketing focuses on promoting buying behavior. As a result, there is a lack of focus and of what happens to a customer after purchase.
This study responds by investigating how experiential attributes could contribute to positive customer evaluations and emotions in the post purchase phase. Based on review of existing literature, the paper presents how the construct of experiences is understood in different fields of study in relation to this phase. This multidisciplinary knowledge is useful to a designer in order to align product experiences to successfully fit into a larger consumption context. Discussing the connection between the research fields reveals a gap between marketing and design literature. Possibilities for further study to fill these gaps are suggested.