Investigating the role of reinforcement and environmental factors in balancing the state of apprehension: evidence from India

State of apprehension is a post-purchase evaluation which creates regret, anxiety and unpleasant feeling in the mind of customers popularly known as cognitive dissonance. It is the responsibility of marketers to reduce intensity of apprehension experienced by consumer. This study measures the role of reinforcement factors, environment factors and state of apprehension towards post purchase buying behaviour. The study used purposive sampling technique and a questionnaire as a research instrument to obtain opinions from respondents. A total of 396 usable responses were found appropriate and considered for final analysis. The results reveal that reinforcement factors and environmental factors significant contributors towards balancing the intensity of apprehension experience by consumers in post purchase evaluation stage. The after-sales service, positive word of mouth and improvement on product performance have greater impact on balancing the state of apprehension.