Tyyväytymisäika

Tyyväytymisäika, meaning "satisfaction time" or "accommodation time" in English, is a term used in the context of consumer behavior and marketing. It refers to the period after a purchase or a significant decision has been made, during which a consumer evaluates their choice and seeks to justify it. This period is crucial for reinforcing positive feelings about the purchase and reducing cognitive dissonance, the mental discomfort experienced when holding two or more contradictory beliefs, ideas, or values, or when one's beliefs are contradicted by new information.

During tyyväytymisäika, consumers may actively look for information that confirms their decision was the right one. This could involve reading positive reviews, seeking out endorsements, or discussing their purchase with others who approve. Conversely, they might avoid information that challenges their choice, such as negative reviews or alternative options that appear superior in retrospect. The length and intensity of tyyväytymisäika can vary depending on the importance of the purchase, the consumer's personality, and the availability of reinforcing information. For high-involvement purchases, such as a car or a house, this period of evaluation and justification can be more pronounced. Marketers often aim to facilitate a positive tyyväytymisäika through post-purchase communication, customer support, and loyalty programs, thereby fostering customer satisfaction and encouraging repeat business.