In: Psychology
Identify the conditions when a consumer is more likely to experience true dissonance following a purchase.
Cognitive dissonance happens when an individual confronts a situation involving two or more conflicting attittudes, beliefs or behaviours. This leads to a mental discomfort in the individual and the resulting discomfort can be eliminated by changing one of the beliefs, attittudes or behaviours. For example, Albert is forced to drive the car by his friends eventhough he doesn't like to drive. Albert experiences dissonance because his attitude and behaviors is conflicting. So, he can eliminate dissonance by either stop driving (behavior) or change the attitude.
Here are some condition a consumer can experience dissonance after purchase.