Sandy purchased a new dress through Zappos. When it arrived, she opened the package and saw that the dress had very small cap sleeves. Slightly annoyed that they dress did not look like the photo on the website, she tried the dress on only to realize that it was too short for her. She regretted buying this dress. Luckily for her, Zappos included an easy return label for free return shipping and a comment card where she could indicate why she was returning the purchase. Zappos made it easy for Sandy to address her cognitive dissonance by focusing on processes for which area of the consumer decision-making process? a. evaluating alternatives process.
b. postpurchase process.
c. making the purchase process.

Option b: Post purchase process

Explanation:

There are several reasons or outcomes of post-purchase processes/evaluation of a product by consumers. They includes:

1. Post-purchase dissonance

2. Regret

3. Satisfaction/dissatisfaction

Post-purchase dissonance

This is simply known as a well-known feeling of anxiety over if the correct purchase decision was made concerning a product or services. It is said to occur when there is more than one alternative that is attractive thereby making the decision process important.

Post-purchase regret

This is simply regarded as a feeling that a wrong purchase decision has been made concerning a particular product or services. It is said to occur when one cannot reverse the decision and have experienced a negative outcome from the decision made.

product satisfaction.

This is said to exist when the consumer makes a positive evaluation and feels happy with their decision made concerning a particular product purchased.

in terms of experimental research, mcdonald’s charging different prices in the two cities relates to

answer loneliness;