Dissonance-reducing buying behavior

Definition (1):

Dissonance-reducing buying behavior happens when consumers are highly engaged with an infrequent, expensive, or risky purchase but view minimal difference among brands.

Definition (2):

Dissonance-reducing buying behavior takes place when the consumers are greatly involved but notices little difference among brands.

Definition (3):

Dissonance-reducing buying behavior is- “in consumer behavior, any activity that is aimed at lessening the tension or feelings of discomfort and unease which accompany an unfamiliar purchase.”

For instance, consumers purchasing carpeting may experience a high-engagement decision as the carpeting is self-expressive and expensive. But purchasers can consider most carpet brands at a given price range to be same. Here, because perceived brand variations are not large, purchasers may roam around to know what is available but purchase relatively quickly. They can respond initially to a purchase convenience or good price. Consumers may face an after-sale discomfort or post-purchase dissonance when they see some disadvantages of the carpet brand they bought, or hear favorable features about brands they did not buy. The marketers can counter such discomfort through after-sale communications providing support and evidence to consumers, so, they feel better before as well as after choosing the brand.  

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