In this study, the moderating effect of consumers' information processing on post-purchase evaluations in an environment characterized by information overload was examined. Although it is important to understand how information processing during decision-making affects post-purchase evaluations, which include satisfaction with one's decision and repurchase intention, the influence of information processing on evaluations after purchasing is not well understood. Based on the unconscious thought study, two modes of thinking were compared: conscious thought and unconscious thought. To examine purchasing behavior regarding DVD players and window curtains, we conducted an online survey and performed path analyses. The results indicated that conscious thought had a negative impact on satisfaction with decision when consumers were confused by information overload. Moreover, it was suggested that unconscious thought had a positive impact on repurchase intentions when consumers felt confused by information overload. Finally, some implications and future research issues were addressed.
