Purchase Stage:

The product or brand is selected on the basis of the results of evaluation stage and on other dimensions. The buyer now chooses the seller from whom to buy the chosen product. After the purchase, the buyer evaluates the product again to see if its actual performance is satisfactory.Post-purchase Evaluation and Cognitive Dissonance

After the purchase the post-purchase evaluation sometimes provokes cognitive dissonance. This means the dissatisfaction brought about by consumer's doubts regarding whether or not she/he should have been better off to buy this one or another brand which had also ranked high in the evaluation stage. The results of the post-purchase evaluation can affect future buying behaviour.