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How to Resolve Post-Purchase Dissonance

Ted Johnson has just purchased a 42" plasma TV from Circuit City. What are the possible areas where Ted might experience post-purchase dissonance? How can Circuit City (retailer) help reduce Ted's dissonance? What can the manufacturer of the TV do to help reduce Ted's dissonance?

Solution Preview

Below is a suggested four-step approach to completing this assignment.

Step 1: Define "Post-purchase dissonance"

Response: When a consumer makes a large purchase, it is not uncommon for them to experience post-purchase dissonance, or second-guess their purchase decision. Buyer's remorse is a form of post-purchase dissonance where the buyer decides he should not have made the purchase for a variety of reasons, some of which are listed in Step 2.

Step 2: "What are the possible areas where Ted might experience post-purchase dissonance?"

1. Consumer thinks he/she spent too much money on the major purchase

2. Consumer thinks he/she really doesn't need the product, has no room for it, or it is not the brand they ...

Solution Summary

Consumers often feel post-purchase dissonance after making a major purchase. This 450-word solution provides a step-by-step discussion of post-purchase dissonance including a definition of what it is; reasons why a consumer may experience it, and what retailers and manufacturers can do to reduce the amount of dissonance a consumer might feel. While this problem and solution use a plasma TV purchase from Circuit City as an example, the solution can be applied to any major purchase, retailer and manufacturer. The solution includes web addresses with information to assist with the assignment and for citation purposes.

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