COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to apply to colleges. She has decided to apply to the University of Pennsylvania, Cornell, and Princeton. She chose not to apply to Brown, Dartmouth, or Yale because she considers them to be too far away from home. A college counselor had suggested to her that Columbia has a comparable reputation to the schools Evelyn was considering, but Evelyn didn't perceive Columbia as having any particular advantage over the schools to which she had already decided to apply. She is eventually accepted to, and decides to attend Cornell University. Upon arriving on campus, Evelyn immediately notices a deliberate effort on the part of the college to make new students not only feel at home, but that they have absolutely made the right decision in attending Cornell.
-In the COLLEGE MINI CASE, when Cornell tries to convince students that they have made the right decision, they are trying to encourage a positive ________.
A) need recognition
B) postpurchase evaluation
C) purchase behavior
D) evaluation of alternatives
E) prepurchase evaluation

Question

Quizplus · Accepted Answer

Cornell's efforts to make new students feel they have made the right decision is an example of encouraging a positive postpurchase evaluation, where the focus is on ensuring satisfaction after the decision to attend has been made.

COLLEGE MINI CASE: Evelyn Is a High-School Senior from Philadelphia