Dissonance-Reducing Buying

Posted in Marketing and Strategy Terms, Total Reads: 13927
Advertisements

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.

Example : Customers who want to purchase the newly arrived LED TVs will not find many differences between the brands but the price of the product and its technicality will make them involve more.


Browse the definition and meaning of more terms similar to Dissonance-Reducing Buying. The Management Dictionary covers over 7000 business concepts from 6 categories.

Search & Explore : Management Dictionary



Share this Page on: