M Marketing
6th Edition
ISBN: 9781259924033
Author: Levy Grewal
Publisher: Mcgraw-Hill
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Question
Chapter 6.4, Problem 6PC
Summary Introduction
To determine: The way by which firms augment post-purchase satisfaction and lessen cognitive dissonance.
Introduction: Cognitive dissonance refers to a conflict that occurs from the contradiction between two beliefs and behavior. It generally occurs when a buyer addresses the suitability of a buy after his or her choice has been made.
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How do loyalty programs and rewards influence post-purchase behavior and customer retention?
How do Consumers try to reduce dissonance?
How can companies leverage customer reviews and testimonials to shape positive consumer attitudes?
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