Question

In: Psychology

Identify the conditions when a consumer is more likely to experience true dissonance following a purchase.

Identify the conditions when a consumer is more likely to experience true dissonance following a purchase.

Solutions

Expert Solution

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.

  • He firmly thinks that the quality of the product is so poor after a call from his close friend.( Belief contradicts the behavior)
  • He doesn't like the color and shape of the product after unboxing it.(attitude contradicts the behavior)
  • Low level of self confidence

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