Key Takeaways:
- Post-purchase rationalisation is a cognitive bias that occurs when consumers justify their decisions after making a purchase, often as a way to alleviate any regret or to protect their self-image.
- This concept is closely linked to emotional buying behaviour, where our logic tends to kick in only after the decision has already been made, rather than before.
- For marketers, there’s an ethical way to take advantage of PPR by reinforcing the customer’s choices through thoughtful messaging, compelling storytelling, and social proof.
- Some common strategies include affirming the purchase decisions made, offering engaging updates post-purchase, and encouraging customers to share their experiences publicly in the form of reviews.
- When approached responsibly, PPR tactics can enhance customer loyalty, decrease return rates, and foster stronger relationships with the brand.
What is Post-Purchase Rationalisation?
Post-Purchase Rationalisation (PPR) is a common cognitive bias where we often find ourselves justifying a purchase after the deed is done, usually by playfully exaggerating the benefits or downplaying the flaws.
So, when does this happen?
- When our emotions drive the purchase
- When the product doesn’t quite live up to our expectations
- When we feel pressured, be it financially or socially
Sometimes referred to as choice-supportive bias or even buyer’s Stockholm Syndrome, PPR allows us to sidestep the uncomfortable feeling of admitting we might have made a less-than-wise decision.
“Over 80% of consumers experience buyer’s remorse, yet most never return the product. Instead, they tend to rewrite the story to protect their sense of self.
Choice-Supportive Bias and Cognitive Dissonance
PPR is linked to cognitive dissonance, that uncomfortable feeling you get when you hold two conflicting beliefs (like, “I value money” versus “I just splashed out £1,000 on a blender”).
To make sense of this discomfort, consumers create a narrative for themselves:
- “Yes, it’s pricey, but it’ll last me ages.”
- “Sure, there’s a better model out there, but mine has that nifty feature.”
These justifications might not always stack up logically, but they certainly do the trick.
Almost 75% of shoppers regret buying things that social media ads influenced, yet they often manage to convince themselves it was worth it afterwards.
The Psychology Behind Post-Purchase Rationalisation
Emotional Decisions, Rational Explanations
According to Gerald Zaltman from Harvard, a staggering 95% of our purchasing decisions are made subconsciously and are heavily influenced by emotions. It’s interesting to note that logical reasoning tends to come into play only after a purchase is made, primarily to justify the decision to ourselves or to others.
Commitment and the Desire for Consistency
Once individuals make a choice, particularly when it’s announced publicly, they tend to feel the urge to stick with it. This is why people often rationalise their decisions after a purchase rather than opting for a return.
The Endowment Effect
When people own something, they often start to see it as more valuable than it is. This is known as the endowment effect, and it can make them feel even more compelled to justify their choice.
Post-Purchase Rationalisation in Marketing
For marketers, Post Purchase Rationalisation (PPR) isn’t merely a quirky psychological phenomenon. It’s a strategic tool that, when employed ethically, has the potential to turn fleeting transactions into meaningful brand relationships.
Why This Matters for Marketers
After making a purchase, every brand finds itself in a tricky spot: your customer is likely pondering, “Did I make the right choice?” If you ignore this internal conversation, it could spark feelings of doubt, regret, and might even lead to them returning the product.
However, if you actively support this process of self-justification, you not only alleviate their discomfort, you also boost their confidence and help foster emotional loyalty to your brand.
From Transactional to Transformational
Savvy marketers no longer think of the point-of-sale as the end of the journey. Instead, they view the post-purchase phase as a second funnel, one that, when optimised with behavioural science, can lead to:
- Increased repeat purchase rates
- Lower levels of buyer’s remorse and fewer returns
- Stronger brand loyalty
Using post-purchase rationalisation isn’t about pulling the wool over customers’ eyes; it’s about genuinely helping them feel good about the choices they’ve made. And that’s how you build long-term value.
Want to learn how giving customers a “head start” can drive loyalty? Discover the Endowed Progress Effect in marketing.
3 Strategic Ways to Leverage PPR in Your Marketing Funnel
1. Reinforce the Decision with Affirmative Messaging
Consumers often seek reassurance after making a purchase. To provide this comfort, consider using subtle affirmations in your post-purchase communications:
- Send emails with friendly subject lines like “Top choice!” or “You’ve made a wonderful decision.”
- Include package inserts that showcase benefits, success stories, or glowing customer testimonials.
- Run social proof campaigns that highlight how many others have opted for the same product.
This approach helps customers feel good about their emotionally driven choices, bolstered by social and brand validation.
2. Make the Waiting Period Part of the Experience
Don’t let the gap between checkout and delivery feel like a black hole. Keep your customers engaged with a few thoughtful touches:
- Progress updates: Let them know, “We’ve just carefully packaged your order.”
- Behind-the-scenes glimpses: Share a bit of magic with, “Here’s how we prepare your shipment.”
- Setting expectations: Tell them, “Here’s what other customers love most about this product.”
By weaving these narrative threads while your customer waits, you can create a positive atmosphere that helps to reinforce their confidence in you before any doubts arise.
3. Encourage Acts of Closure
To put the finishing touches on a purchase, positive reinforcement from others is key:
- Request a review shortly after delivery.
- Encourage social sharing by offering incentives or creating branded hashtags.
- Develop a follow-up journey that enables customers to share their experiences, such as through satisfaction surveys or unboxing stories.
These steps serve a psychological purpose, helping customers to truly cement their choice and validate their positive feelings publicly.
Explore how courtesy bias affects customer feedback and why it matters more than you think.
| How to Leverage Post-Purchase Rationalisation (PPR) in Your Marketing Funnel | ||
|---|---|---|
| Strategy | Description | Practical Tactics |
| 1. Reinforce the Decision with Affirmative Messaging | Use subtle affirmations to reassure customers post-purchase and strengthen emotional commitment. |
– Subject lines like “Top choice!” or “Smart decision” – Package inserts with testimonials – Social proof via customer count or influencer quotes |
| 2. Make the Waiting Period Part of the Experience | Engage customers between purchase and delivery to build anticipation and reduce post-purchase anxiety. |
– Progress emails (“We’ve just packaged your order”) – Behind-the-scenes content – Highlight product benefits others love |
| 3. Encourage Acts of Closure | Help customers solidify their purchase through public affirmation and self-reflection. |
– Ask for product reviews – Incentivise social sharing with hashtags – Use surveys or unboxing journeys |
How Consumers Can Avoid Post-Purchase Rationalisation
Justifying a purchase after the fact is a common pitfall, especially when our emotions are at play. However, if you’re keen to stay grounded and avoid this psychological trap, here are a few tips:
- Pause before you purchase: Give yourself 24 hours to think it over. If, after that time, it still seems like a wise choice, go ahead.
- Ask yourself: “Would I buy this again tomorrow?”: This is a simple but effective way to determine whether your decision is based on genuine value or mere impulse.
- Compare before you commit: Take the time to weigh your options side-by-side and jot down your reasons. This helps you avoid distorting the narrative later.
- Set a spending limit: Decide on your budget beforehand and stick to it. A lot of regret comes from overspending.
Practising mindful shopping doesn’t just help your wallet; it empowers you to take control of your decisions rather than letting your emotions dictate them.
Post-Purchase Rationalisation in the Real World
Post-purchase rationalisation isn’t just a theory; it’s something we see in everyday consumer behaviour, often in ways we don’t even realise.
Justifying Impulse Buys
Imagine you’ve just splashed out on a pricey pair of sneakers you hadn’t intended to buy. Later that evening, you find yourself thinking:
“They’re a limited edition. I deserve a treat now and then.”
This is a classic case of post-purchase rationalisation. You’re crafting a narrative to make sense of an impulse buy, mixing a bit of logic with that comforting self-reassurance we all need sometimes.
Learn how present bias shapes impulsive decisions and what marketers can do to influence it ethically.
Overvaluing the Choice You Made
Just bought a new smartphone only to find that a better model has hit the shelves a few weeks later? Instead of owning up to that feeling of regret, you might catch yourself saying something like:
“My phone has a much sleeker design anyway. I don’t need all the fancy features of the newer model.”
It’s interesting how we often downplay the value of alternatives we didn’t choose and focus on the positives of what we did select; this is known as choice-supportive bias in action.
Justifying Low-Value Purchases
Let’s be honest, how many times have we bought a skincare product that promised miracles but barely delivered? Or that quirky kitchen gadget that’s now gathering dust? Surprisingly, many of us choose not to return these items. Instead, we convince ourselves with thoughts like:
- “At least I got it on sale!”
- “Maybe I just haven’t figured out how to use it properly.”
Even when the product doesn’t quite live up to our expectations, that urge to feel like we’ve made a smart choice kicks in.
Public Validation for Private Justification
Social media has become a major player in how we justify our purchases after the fact. Posting a snap of your latest buy with a cheerful caption like “Absolutely loving this purchase!” often goes beyond seeking validation. It’s a way of reassuring ourselves that we made the right choice.
This tendency is even more pronounced when it comes to items that are contentious, pricey, or tied to our social status.
Conclusion
Post-purchase rationalisation might not be the most talked-about topic, but it’s a significant factor in consumer behaviour. When we take the time to understand how and why customers justify their purchasing decisions, it opens up a world of opportunities for marketers. By tapping into this insight, you can create more effective strategies that help foster trust, mitigate buyer’s remorse, and ultimately strengthen brand loyalty. Whether you’re putting together post-purchase emails or refining your customer journey, leveraging this psychological insight can be the key to turning occasional buyers into loyal advocates for your brand.
FAQ
Post-purchase rationalisation is a common cognitive bias where we often find ourselves justifying a purchase after the fact. We might downplay any flaws and focus on the benefits of what we’ve bought. This mental process can help ease buyer’s remorse and maintain our self-image, particularly if the purchase was based on emotion or didn’t quite live up to our expectations. It closely ties in with other psychological concepts, such as choice-supportive bias and cognitive dissonance.
Marketers can use post-purchase rationalisation (PPR) to enhance customer satisfaction and foster long-term loyalty. Here’s how to do it:”
– Affirm the decision with congratulatory messaging in emails and packaging.
– Enhance the waiting period with engaging updates and behind-the-scenes content.
– Encourage public affirmation, like reviews or social sharing, to help customers validate their choices.
– Reduce dissonance by setting realistic expectations and offering excellent post-sale support.
To steer clear of post-purchase rationalisation, consumers need to shop mindfully and maintain an objective perspective both before and after making a purchase. Here are some tips to consider:
– Pause before you purchase and wait 24 hours to ensure it’s not an impulse buy.
– Compare alternatives consciously, not retroactively.
– Stick to your budget and evaluate if the product aligns with your real needs.
– Acknowledge disappointment when it happens, and don’t be afraid to return something that doesn’t meet your expectations.
