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Seeking Emotion Enhancement Or Uncertainty Resolution? A Dual-System Approach To Examining Post-Purchase Information Search, Hanwen Hannah Chang, Cecile Cho, Leonard Lee

Research Collection Lee Kong Chian School Of Business

Product information search is typically assumed to follow the recognition of a purchase need and to occur before decision making. Once a sale transaction is completed, searching for information (e.g. price) on the purchased product seems futile and even irrational. Real-life observation and prior research (e.g. Russo and Leclerc 1994), however, suggest that such post-purchase search behavior is pervasive among consumers despite having no apparent consequence.