Purchase Solution

How to Resolve Post-Purchase Dissonance

Not what you're looking for?

Ask Custom Question

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?

Purchase this Solution
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.

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 ...

Purchase this Solution
Free BrainMass Quizzes
Business Processes

This quiz is intended to help business students better understand business processes, including those related to manufacturing and marketing. The questions focus on terms used to describe business processes and marketing activities.

Team Development Strategies

This quiz will assess your knowledge of team-building processes, learning styles, and leadership methods. Team development is essential to creating and maintaining high performing teams.

Organizational Leadership Quiz

This quiz prepares a person to do well when it comes to studying organizational leadership in their studies.

Business Ethics Awareness Strategy

This quiz is designed to assess your current ability for determining the characteristics of ethical behavior. It is essential that leaders, managers, and employees are able to distinguish between positive and negative ethical behavior. The quicker you assess a person's ethical tendency, the awareness empowers you to develop a strategy on how to interact with them.

IPOs

This Quiz is compiled of questions that pertain to IPOs (Initial Public Offerings)

View More Free Quizzes
Related BrainMass Solutions

  • Describe the theory of Cognitive Dissonance.

    So, it is important to let the customer know they have made the right decision and reduce the dissonance. The post-purchase disappointment can go another way.

  • Self-Attribution and Cognitive Dissonance Theory

    A discussion of how nature and nurture influence self-attribution and thereby affect cognitive development. 3. A discussion of why individuals are motivated to resolve cognitive dissonance and how this is related to self-attribution. A.

  • Overcoming Post-Purchase Dissonance

    However, there is rarely a post-purchase evaluation and dissonance for purchases that are routine or habitual. Strategies to reduce dissonance for a car: 1. Before the purchase, explain the seller's policy on returns or exchanges.

  • Individual's Conflict with Religious Belief

    What might allow people to productively resolve that dissonance? An encouraged resolution to behavior versus religion dissonance is to seek counsel of a trusted religious figure, their minister or pastor.

  • Dissonance theory and cognitive dissonance

    Therapy is another common way to resolve cognitive dissonance. You will have to find an appropriate example from your life to use for the assignment. Good luck with this assignment. ! What is dissonance theory?

  • Recent purchase- Hybrid Car

    Did you experience any post-purchase "dissonance" and, if so, why? My only post purchase dissonance was lack of information about owning a hybrid car.

  • Marketing

    What could the seller have done to make your buying experience easier? Did you experience any post-purchase "dissonance" and, if so, why? How did you come to perceive the need for the product?

  • Cognitive Dissonance

    From the perspective of cognitive distance, the subjects who paid $1 had no reason for lying, but attempted to resolve their cognitive dissonance by engaging in behavior counter to their attitudes.

  • Marketing and "Cognitive Dissonance"

    This post-purchase behavior is more likely to happen when the purchase is a more expensive one (e.g., car, etc.). The consumer may experience some regrets or questioning as to whether the purchase was a good one.

View More Related Solutions