ABSTRACT
As consumers, we are used to evaluating the products that surround us, although this is certainly not a simple rational process. In this chapter we will argue that if you want to know how consumers evaluate a particular product, you have to look into the entire evaluation process, starting at the beginning, that leads to the actual purchase of the product. A common model of this process is the problem-solving model (Engel et at., 1990). In its most extended form, the process entails an evaluation of alternatives before purchase. This evaluation is made on the basis of information gathered after the initial need recognition. After the purchase, the consumer evaluates whether his or her choice was the correct one; the outcome of this can be used the next time a similar product is bought. During this evaluation of alternatives, it is not just the extent to which the product meets expectations in terms of efficiency and effectiveness that determines user satisfaction, but the other benefits of buying the product also play an important role (Engel et at., 1990). This is described as the motivation process of consumers (Figure 16.1).
