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Definition: Dissonance-Reducing Buying
The dictionary meaning of dissonance is ‘a conflict of people's opinions, actions or characters’. On the same lines, Dissonance-Reducing Buying can be seen when there is an anxiety after purchase. This usually happens in the case of high involvement purchases where there are few differences between brands. In this case the consumer does not have enough information based on which to make a decision. Therefore the consumer will try to reduce his/her anxiety by not believing on any negative information about the brand purchased. One of the major disadvantages of this type of behavior is customer will show post purchase dissonance which is very difficult to control.
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