Marketing

Instructions:
All the behavior determinants and the steps of the buying process up to this point are operative before or during the time a purchase is made. However, a consumer’s feelings and evaluations after the sale are also significant to a marketer, because they can influence repeat sales and also influence what the customer tells others about the product or brand. Keeping the customer happy is what marketing is all about. Nevertheless, consumers typically experience some post-purchase anxiety after all but the most routine and inexpensive purchases. This anxiety reflects a phenomenon called cognitive dissonance. According to this theory, people strive for consistency among their cognitions (knowledge, attitudes, beliefs, values). When there are inconsistencies, dissonance exists, which people will try to eliminate. In some cases, the consumer makes the decision to buy a particular brand while already aware of dissonant elements. In other instances, dissonance is aroused by disturbing information that is received after the purchase. (26)

**Question prompt: Name a product that led to post-purchase dissonance (uncertainty or dissatisfaction) on your part. Then categorize your purchase as a high- or low-involvement product. How do you think the manufacturer or retailer could have reduced or eliminated the post purchase dissonance you experienced? What did you learn from your experience that can improve your performance as a manager? (1)