Define cognitive dissonance and describe how can consumers and marketers can reduce it.
What will be an ideal response?
Cognitive dissonance is the inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions. Consumers can take steps to reduce dissonance by justifying their decision, seeking new information, avoiding contradictory information, or returning the product. Marketers can help consumers reduce dissonance by sending a postpurchase thank you or letter, displaying product superiority in ads, and offering guarantees.
You might also like to view...
High-pressure selling will most likely work in situations that involve ________
A) valued customers B) repeat customers C) service-based sales D) one-time sales E) complex products
One reason that a common-size statement is a useful tool in financial performance evaluation is that it enables the user to
A) make better comparisons of two companies of different sizes in the same industry. B) determine which companies in a single industry are of the same size. C) judge the relative potential of two companies of similar size in different industries. D) determine which companies in a single industry are of the same value.
Which of the following will affect the firm's future cash flows? I. state of the economy II. state of the industry III. the firm's recent and current earnings IV. new products in the firm's pipeline
A) I, II and III only B) I, II and IV only C) I, III and IV only D) I, II, III and IV
The Family Medical and Leave Act provides for a paid 12-week leave for family illness, birth, or adoption
Indicate whether the statement is true or false