Why does "post-purchase dissonance" and "cognitive" dissonance occur to many buyers?
After purchase the consumer will be either satisfied or unsatisfied with their purchase. Post purchase behavior is the stage of the buyer decision process in which consumers take further action after purchase based on their satisfaction or dissatisfaction.
Almost all purchases however end in cognitive dissonance, or discomfort caused by post purchase conflict. This is because every purchase involves compromise Consumers feel happy about acquiring the benefits of the chosen brand but sad about losing the benefits of the unchosen brand. Therefore, they experience post purchase dissonance for every purchase.
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Principles of Marketing
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