Indeed, if the purchase meets an individuals goals there will be less post purchase dissonance which means there will be less remorse and. Specifically, these are familial, friendshipbased and significant other support. A customer buys toothpaste and doesnt like the taste, this will cause dissonance and he will discontinue the product and use some other brand. It asks if mobile phone users are fully satisfied since they are usually. Dissonance has the power to make the complete buying experience as sour and unfriendly. Jens graff kittipong sophonthummapharn vinit parida. Cognitive dissonance and its impact on consumer buying behaviour. The theory of cognitive dissonance, developed by festinger in the 1950s, is that when a person experiences conflicting ideas, states of emotion, or feelings, they will be driven to reduce this state of tension and will take action to return to consonance the opposite of dissonance. Aug 24, 2010 normally postpurchase dissonance is when people try to justify their purchase, which i wasnt doing here so fair enough. Purchase is the means, and post purchase is the end.
This article investigates whether cognitive dissonance exists in the post purchase phase in the mobile phone industry. Postpurchase cognitive dissonance 35 subsequent to the purchase decision. The degree of commitment or irrevocability of the decision the easier to alter the decision the less likely the consumer is to experience dissonance, the importance of the decision to the consumer more important the decision the more likely dissonance will result, the difficulty of choosing among the alternatives, and the individuals tendency to experience anxiety. All this can be found out by the post purchase behavior of the customers. It also discusses how and what consumers do to reduce the effects. This is typical leading to post purchase dissonance. The consumer reduces the negative information received by the. The psychological discomfort that one feels when his actions are not aligned with his beliefs is called cognitive dissonance, which all of us strive to avoid as much as possible. May 10, 2010 post purchase cognitive dissonance is the phrase we give to the state of unease which exists in the customers mind after buying a product or service. Dissonance theory was derived from two basic principles 1 dissonance is uncomfortable and will motivate the person to reduce it and 2 individuals experiencing dissonance will avoid situations that produce more dissonance. The use of post purchase communication to reduce dissonance and improve direct marketing effectiveness ronald e. To reduce post purchase dissonance, consumers may sometimes even return or exchange the product.
However, buyers remorse can be reduced by post purchase confirmation, though post purchase communication may aggravate a buyers discomfort if the purchase did not meet the buyers predominant goals. Post purchase evaluation process essay free essays, term papers. Dissonance though is a psychological concept but has a great bearing on the way consumers plan their purchase and effect of the purchase made on their future. New car house electronic appliance, such as an air conditioner. Oct 29, 2017 post purchase consumer behaviour purchase usage evaluatio n product disposal complaint behaviout postpurchase dissonance nonuse product use often requires the disposition of the product package or the product itself. I hope you dont have cognitive dissonance about your post and post more often. Cognitive dissonance and its impact on consumer buying. Introduction for ages, dissonance in consumer behaviour has captured the imagination of the marketers the world over.
The purpose of the study is to ascertain the reasons of post purchase dissonance and whether there is any correlation between the demographic. Consumer cognitive dissonance appears to increase in direct proportion to levels of familial influence surrounding the purchase. By definition, post purchase dissonance is the uncomfortable feeling we just described when it occurs following a highinvolvement decision. Browse the definition and meaning of more terms similar to post purchase behaviour. Objective an indepth analysis of consumer buying behavior post purchase dissonance and factors affecting such a behavior. Impact of social support resources on post purchase dissonance.
The purpose of the study is to ascertain the reasons of post purchase dissonance and whether there is any. Pdf satisfaction predicts and drives critical consumer behaviors, among them repeat purchases and wordofmouth advocacy. Pdf postpurchase cognitive dissonance evidence from. The wisdom of purchase dimension is defined as a persons recognition after the purchase has been made that they may not have needed the product or may not have selected the appropriate one. Pdf postpurchase cognitive dissonance evidence from the. The buying decision process and types of buying decision.
Cognitive dissonance, consumer behaviour, marketing, consumer dissonance, post purchase dissonance i. Based on your research, pick five strategies that you think are the most effective in reducing post purchase dissonance for one of the following. Nov 28, 2017 project for my marketing class about post purchase behavior. Postpurchase behaviour introduction in consumer behaviour. Postpurchase decision processes and behaviour dr brians. The use of postpurchase communication to reduce dissonance. Top tips to reduce cognitive dissonance marketing moaner. The main objective of this research is to assess the post purchase behavior of the consumers who are encountered with cognitive dissonance because of unchosen competitive products after they have purchased a product so that the organizations will be better able to make competitive strategies and outclass its competitors by retaining the customers. Postpurchase rationalisation we tend to justify a purchase by overlooking any faults seen. All the activities and experiences that follow purchase are included in the post purchase behavior.
Impact of social support resources on post purchase. Pdf this article investigates whether cognitive dissonance exists in the post purchase phase in the mobile phone industry. Apr 26, 20 postpurchase dissonance consumers may become dissonant over a purchase decision. The jacket which looked great in the trendy boutique doesnt look quite right for the romantic night out with the wife. In a services context, kim 2011 found cognitive dissonance to be a predominant predictor. You buy a car and then you think you paid too much for it. A common example of cognitive dissonance occurs in the purchasing decisions we make on a regular basis.
Dissonance and its impact on consumer buying behaviour the human mind and make the buyer rethink about the decision made, notes kassarjian and cohen 1965. Consumers may become dissonant inharmonious over a purchase decision as a result of discrepancy between a. Conduct research to learn about other strategies that marketers use to help buyers overcome post purchase dissonance. Consumers are exploited in the market and due to several reasons they are ignorant of the exploitation to which they are subjected to.
For instance, nadeem 2007 looked at the effect of post purchase dissonance on repeat purchase behavior. Since consumer behaviour and its extensive study has been a backbone of the marketing strategy of every. During, and after use, the purchase process and the product are evaluated by the customer. Marketers task is to study consumer behaviour in order to achieve a thorough understanding of all five stages unfolding in this process, not only of the purchase decision as such. Introduction in a highly dynamic environment, marketers in order to increase products sales should not only create new customer base but also retain its existing ones. The empirical study of relationship between post purchase. If you continue browsing the site, you agree to the use of cookies on this website. Decker the journal of business communication 1973 2016 27. Project for my marketing class about post purchase behavior. It mainly occurs due to a large number of alternatives available, good performance of alternatives or attractiveness of. Abstract this study is attempted to combine the decomposition theory of planned behavior with the theories of relationship quality and product involvement to establish a complete model for the explanation of factors influencing online investment and post purchase behavior. Aside from identifying the determinants of the post purchase dissonance, it is of particular significance from the perspective of the of suppliers of consumer products, to determine the possibilities and potential instruments to alleviate the post purchase dissonance. The management dictionary covers over 7000 business concepts from 6 categories. This will make the difference between wanting the customer to buy the product and wanting them to purchase and keep the product.
Post purchase dissonance consumer is uncertain of the wisdom of his decision. Postpurchase rationalisation we tend to justify a purchase. Postpurchase behaviour introduction in consumer behaviour postpurchase behaviour introduction in consumer behaviour courses with reference manuals and examples pdf. Dissonance free download as powerpoint presentation. Post purchase behavior indicates whether or not repeat purchases will be made. Factors influencing online and postpurchase behavior and. Cognitive dissonance can categorically be found not only in the post purchase stage but is easily visible in the pre decision stage as well, according to koller and salzberger 2007. Post purchase cognitive dissonance avoiding disappointment. Reducing pre and post decision anxiety or reducing dissonance is an important function of the salesperson. This is usually due to what is known as a discrepancy between what the consumer initially thought of their purchase versus what they really experienced or noticed about the product.
Whether the customer will recommend the product to others or not. Predominantly focusing on post purchase post advertisement exposure goings on. Mar 18, 2010 post purchase consumer behaviour, cognitive dissonance slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. This study proposes an integrated conceptual model of the antecedents of post. This paper explicitly focuses on levels of post purchase emotional and cognitive dissonance amongst young males and females and the relationship between this and the extent of. Post purchase dissonance is when the customer may be unsatisfied or unsure of their purchasing decision. Usually, after making a purchase, consumers experience post purchase dissonance. Cognitive dissonance can occur in many areas of life, but it is particularly evident in situations where an individuals behavior conflicts with beliefs that are integral to his or her selfidentity. It indicates whether longterm profits can or cannot be expected. No significant association between authority to make decisions and post purchase dissonance the authority to make a final call in the decision can have an impact on the feeling of post purchase anxiety being experienced by the consumer. A high level of post purchase dissonance is negatively related to the level of satisfaction which the consumer draws out of product usage. And, hence, this hypothesis will bring in light the same.
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