Instructor: Maryanne School Post Purchase Evaluation Process Consumers can seek information that reinforces positive ideas about the purchase, to reduce dissonance.

They may consider revoking the original decision by returning to the product. These consumers could also reduce dissonance by avoiding information that contradicts the purchase decision. Cognitive dissonance is the inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions.I once found myself speeding to get to my Job on time and I knew it was breaking the law, but I told my self that clocking in on time was more important. Since that day Vive made sure I'm not late to get to work anymore so, I will not have to be in that situation again. Vive also found myself in a store ready to purchase and I look at every calculating up, then I start to tell the cashier to take things off when I weight up what I really need most.

I often do this a lot, I go to a store knowing two or three items I want or need. Only when I finally get to the register is when I make my final decision on everything by thinking about what I need urgently and what I'll use the most. One product that will cause cognitive dissonance is a pair of shoes that only match one outfit that you own. You'll think twice about buying these shoes instead of, say some all black shoes, which will generally match with anything.Another product hat will cause cognitive dissonance is a empty spray bottle.

Seeing that mostly all cleaning supplies come in its on spray bottle, so you may not need another bottle if you don't mixed your cleaning liquids. The level of the consumer's involvement in purchase decreases when they've had experience with good service. When marketers give repeated trials, the consumers get familiar with products and the services. So then, both the consumer and the marketer can reduce cognitive dissonance.