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Tikhon Rybakov
Tikhon Rybakov

Dissonance Reducing Buying Behavior: How to Understand and Influence Your Customers


Dissonance Reducing Buying Behavior Pdf Download




Have you ever bought something expensive and then felt unsure or regretful about your decision? If so, you have experienced dissonance reducing buying behavior. This is a type of consumer behavior that occurs when customers face a high level of cognitive dissonance after making a purchase. Cognitive dissonance is the psychological discomfort that arises when there is a conflict between one's beliefs and actions. In this article, we will explain what dissonance reducing buying behavior is, why it is important for marketers, and how to reduce dissonance in customers. You can also download a pdf version of this article at the end of the page.




Dissonance Reducing Buying Behavior Pdf Download



What is Dissonance Reducing Buying Behavior?




Definition and Examples




Dissonance reducing buying behavior is a type of consumer behavior that occurs when customers buy a product or service that involves a high degree of risk, uncertainty, or complexity. These products or services are usually expensive, durable, infrequent, or difficult to evaluate. Examples include cars, laptops, furniture, insurance, etc. After buying such products or services, customers may experience cognitive dissonance, which is the feeling of inconsistency or conflict between their beliefs and actions. For instance, a customer who buys a car may wonder if they made the right choice, if they paid too much, if they could have found a better deal elsewhere, etc. This cognitive dissonance can lead to dissatisfaction, regret, anxiety, or even post-purchase behavior such as returning the product or complaining about it.


Factors that Influence Dissonance Reducing Buying Behavior




There are several factors that can influence the level of cognitive dissonance that customers experience after making a purchase. Some of these factors are:


  • The degree of involvement: The more involved the customer is in the purchase decision, the more likely they are to experience cognitive dissonance. Involvement refers to the importance or relevance of the product or service to the customer's needs, goals, values, or self-image.



  • The degree of differentiation: The more similar the alternatives are, the more difficult it is for the customer to justify their choice and the more likely they are to experience cognitive dissonance. Differentiation refers to the extent to which the product or service stands out from the competition in terms of features, benefits, quality, price, etc.



  • The degree of commitment: The more irreversible or binding the purchase decision is, the more likely the customer is to experience cognitive dissonance. Commitment refers to the extent to which the customer is locked into the purchase decision by contractual obligations, social norms, personal values, etc.



  • The degree of feedback: The more positive or negative feedback the customer receives after making a purchase decision, the more likely they are to experience cognitive dissonance. Feedback refers to the information or opinions that the customer receives from external sources such as friends, family, experts, media, etc.



Why is Dissonance Reducing Buying Behavior Important for Marketers?




Implications for Customer Satisfaction and Loyalty




Cognitive dissonance can have a negative impact on customer satisfaction and loyalty. Customers who experience cognitive dissonance may feel unhappy with their purchase, lose trust in the brand, or switch to a competitor. Therefore, marketers need to understand and anticipate the potential sources of cognitive dissonance and try to reduce them before and after the purchase. By doing so, marketers can enhance customer satisfaction and loyalty, which can lead to repeat purchases, positive word-of-mouth, and referrals.


Implications for Product Quality and Differentiation




Cognitive dissonance can also have a negative impact on product quality and differentiation. Customers who experience cognitive dissonance may rationalize their purchase decision by lowering their expectations or perceptions of the product or service. This can result in a lower perceived value and quality of the product or service, which can erode the brand image and reputation. Therefore, marketers need to ensure that their products or services deliver on their promises and exceed customer expectations. By doing so, marketers can create a positive disconfirmation of expectations, which can increase the perceived value and quality of the product or service, and enhance the brand image and reputation.


Implications for Post-Purchase Communication and Support




Cognitive dissonance can also have a negative impact on post-purchase communication and support. Customers who experience cognitive dissonance may avoid or ignore any information that contradicts their purchase decision, or seek out information that confirms it. This can result in a selective exposure or confirmation bias, which can prevent the customer from learning from their experience or making better decisions in the future. Therefore, marketers need to provide clear and consistent information to customers before and after the purchase, and offer adequate post-purchase communication and support. By doing so, marketers can reduce the uncertainty and ambiguity that customers may face, and help them cope with any problems or issues that may arise.


How to Reduce Dissonance in Customers?




Provide Clear and Consistent Information




One of the ways to reduce dissonance in customers is to provide clear and consistent information about the product or service before and after the purchase. This can help customers make informed and confident decisions, and reduce the likelihood of regret or doubt. For example, marketers can provide detailed product descriptions, specifications, features, benefits, etc., as well as comparisons with competitors, testimonials from satisfied customers, endorsements from experts, etc. Marketers can also use various communication channels such as websites, social media, email, etc., to deliver relevant and timely information to customers.


Offer Guarantees and Warranties




Another way to reduce dissonance in customers is to offer guarantees and warranties for the product or service. This can help customers feel more secure and assured about their purchase decision, and reduce the risk of dissatisfaction or failure. For example, marketers can offer money-back guarantees, free trials, extended warranties, etc., to customers who buy their products or services. Marketers can also highlight the terms and conditions of these guarantees and warranties, and make them easy to access and claim.


Encourage Customer Reviews and Testimonials




Another way to reduce dissonance in customers is to encourage customer reviews and testimonials for the product or service. This can help customers feel more validated and supported by their peers, and reduce the influence of negative feedback from external sources. For example, marketers can ask customers to share their opinions, experiences, ratings, etc., on various platforms such as websites, social media, blogs, etc., after buying their products or services. Marketers can also reward customers for leaving reviews or testimonials, such as offering discounts, coupons, freebies, etc.


Follow Up with Customers After Purchase




Another way to reduce dissonance in customers is to follow up with customers after purchase. This can help customers feel more valued and appreciated by the brand, and reduce the possibility of dissatisfaction or complaints. For example, marketers can send thank-you notes, confirmation emails, satisfaction surveys, etc., to customers who buy their products or services. Marketers can also provide customer service channels such as phone calls, chatbots, live chats, etc., to answer any questions or concerns that customers may have.


Conclusion




Dissonance reducing buying behavior is a type of consumer behavior that occurs when customers face a high level of cognitive dissonance after making a purchase. Cognitive dissonance is the psychological discomfort that arises when there is a conflict between one's beliefs and actions. Dissonance reducing buying behavior is important for marketers because it can affect customer satisfaction and loyalty, product quality and differentiation, and post-purchase communication and support. Marketers can reduce dissonance in customers by providing clear and consistent information, offering guarantees and warranties, encouraging customer reviews and testimonials, and following up with customers after purchase.


FAQs




  • What is an example of dissonance reducing buying behavior I have already written the article. Here is the rest of it: ?



  • A: An example of dissonance reducing buying behavior is when a customer buys a laptop and then searches for positive reviews or ratings of the laptop to justify their choice.



  • What is the difference between dissonance reducing buying behavior and complex buying behavior?



  • A: Dissonance reducing buying behavior and complex buying behavior are both types of consumer behavior that involve high involvement and low differentiation. However, the difference is that complex buying behavior occurs before the purchase, when the customer has a high level of perceived risk and uncertainty, and needs a lot of information and evaluation to make a decision. Dissonance reducing buying behavior occurs after the purchase, when the customer has a high level of cognitive dissonance and needs to reduce it by rationalizing or confirming their decision.



  • What is the opposite of dissonance reducing buying behavior?



  • A: The opposite of dissonance reducing buying behavior is variety seeking buying behavior. This is a type of consumer behavior that occurs when customers buy products or services that involve low involvement and high differentiation. These products or services are usually inexpensive, frequent, or easy to evaluate. Examples include snacks, drinks, magazines, etc. After buying such products or services, customers may experience boredom or curiosity, and seek out variety or novelty by switching to different brands or options.



  • How can customers avoid cognitive dissonance?



  • A: Customers can avoid cognitive dissonance by making rational and consistent decisions that align with their beliefs and values. Customers can also avoid cognitive dissonance by doing thorough research and comparison before making a purchase, and by seeking out positive feedback and support after making a purchase.



  • How can marketers measure cognitive dissonance?



  • A: Marketers can measure cognitive dissonance by using various methods such as surveys, interviews, focus groups, etc., to assess the level of satisfaction, regret, anxiety, or loyalty that customers have after making a purchase. Marketers can also measure cognitive dissonance by using behavioral indicators such as return rates, complaint rates, repurchase rates, referral rates, etc., to evaluate the impact of cognitive dissonance on customer behavior.



If you found this article helpful, please share it with your friends and colleagues. You can also download a pdf version of this article by clicking on the link below.


Dissonance Reducing Buying Behavior Pdf Download 71b2f0854b


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