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Dissonance Reducing Buying Behavior Pdf Download

Consumer buying behavior is determined by the level of involvement that a consumer shows towards a purchase decision. The amount of risk involved in a purchase also determines the buying behavior. Higher priced goods tend to high a higher risk, thereby seeking higher involvement in buying decisions.

Dissonance Reducing Buying Behavior Pdf Download


Complex buying behavior is encountered particularly when consumers are buying an expensive product. In this infrequent transaction, consumers are highly involved in the purchase decision. Consumers will research thoroughly before committing to invest.

In dissonance-reducing buying behavior, consumer involvement is very high. This might be due to high prices and infrequent purchases. In addition, there is low availability of choices with fewer significant differences among brands. In this type, a consumer buys a product that is easily available.

Habitual buying behavior is influenced by radio, television, and print media. Moreover, consumers are buying based on brand familiarity. Hence marketers must use repetitive advertisements to build brand familiarity. Further to initiate product trial, marketers should use tactics like price drop promotions and sales promotions.

Brands have to adopt different strategies for such types of consumer behavior. The market leader will persuade habitual buying behavior by influencing the shelf space. The shelf will display a large number of related but different product versions.

Consumer buying decisions are depended on consumer behavior. There are great differences in consumer behavior while buying a car versus buying chips. Marketers have to exercise careful judgment in marketing products to different kinds of consumer behavior.

When someone is forced to do (publicly) something they (privately) really don't want to do, dissonance is created between their cognition (I didn't want to do this) and their behavior (I did it).Forced compliance occurs when an individual performs an action that is inconsistent with his or her beliefs. The behavior can't be changed, since it was already in the past, so dissonance will need to be reduced by re-evaluating their attitude to what they have done. This prediction has been tested experimentally:

In an intriguing experiment, Festinger and Carlsmith (1959) asked participants to perform a series of dull tasks (such as turning pegs in a peg board for an hour). As you can imagine, participant's attitudes toward this task were highly negative.Example of Cognitive DissonanceAimFestinger and Carlsmith (1959) investigated if making people perform a dull task would create cognitive dissonance through forced compliance behavior.MethodIn their laboratory experiment, they used 71 male students as participants to perform a series of dull tasks (such as turning pegs in a peg board for an hour).They were then paid either $1 or $20 to tell a waiting participant (a confederate) that the tasks were really interesting. Almost all of the participants agreed to walk into the waiting room and persuade the confederate that the boring experiment would be fun.ResultsWhen the participants were asked to evaluate the experiment, the participants who were paid only $1 rated the tedious task as more fun and enjoyable than the participants who were paid $20 to lie.ConclusionBeing paid only $1 is not sufficient incentive for lying and so those who were paid $1 experienced dissonance. They could only overcome that dissonance by coming to believe that the tasks really were interesting and enjoyable. Being paid $20 provides a reason for turning pegs, and there is therefore no dissonance.

They further presupposed that participants would be driven to reduce the dissonance by justifying their behavior. Since participants in the $20 condition had a more substantial justification (higher pay) already, they were further assumed to perceive less dissonance than those in the $1 condition.

Therapy can help patients by reflecting on and taking control of their thoughts. Sometimes when patients engage in a new, more constructive behavior, they can perceive dissonance simply because it is contrary to the way they used to act. Providing the space and time to understand their new behavior and justifying it can help to reduce the dissonance.

In romantic relationships, important values represent hotspots for cognitive dissonance and typically center on big decisions, such as the wish to have children, lifestyle choices (e.g., buying a house vs. traveling the world), and issues related to family and friends.

The study explored the outcome of the use of innovative technology in conditions when the performance of technology did not meet expectations based on a sample of smart home users. The research model theorised and confirmed that the disconfirmation of expectations can result in satisfaction and wellbeing when dissonance-induced emotions activate coping mechanisms aimed at reducing dissonance. The model established a positive correlation between dissonance, anger, regret and guilt. Distinctive effects of the three types of emotions on the reduction of cognitive dissonance through attitude change, consonant information-seeking and behaviour change were found. Finally, the effect of dissonance reduction through cognitive adjustment (consonant information seeking and attitude change) on satisfaction and perceived wellbeing was confirmed. These results illustrate the psychological and behavioural responses of individuals which may happen when technology does not perform as expected. The emotional profile of users indicates that the performance of technology makes people question the purchase decision and makes users think that nothing can be done to improve the use of technology. Those feelings are more likely to end up in switching the product for another alternative. However, when people think that by using technology they have transgressed their values, they try to justify their purchase decision, which is likely to contribute to continuous use, satisfaction and perceived wellbeing.

Post-purchase dissonance results in purchase failure, where the customer starts regretting buying your product and lastly they return the product without any hesitation. Below is the reason for post-purchase dissonance that makes a customer unsatisfied about the product.

Before making any purchase, there is a group of customers who conduct in-depth research and analysis of the product they are looking to buy. The good thing is that conducting research and analysis about a product reduces the chances of experiencing post-purchase dissonance. Because they have already evaluated the product which means your customers know what they are buying and what they are paying for.

Every buyer gets two conflicting views after buying the product. To reconcile them every marketer needs to have an effective cognitive dissonance strategy that can help you in minimizing cognitive dissonance. For example, if you are into selling expensive items in your commerce store then your potential customers will surely have two or more conflicting views before and after buying the product. To make things clear for your customer marketer needs to have an effective cognitive dissonance strategy that can help in reducing or minimizing dissonance.

Consumer behavior refers to analyzing and understanding the thought patterns, preferences, and emotions of buyers while purchasing any goods or services. It can also involve attitudes of groups and establishments related to buying, consuming, and disposing of products, ideas, time, and services.

It is the study of how we behave, decide and respond in terms of our purchasing attitudes, habits, customs, preferences, and patterns towards commercial products. This also includes how prospective buyers react to marketing, packaging, and advertising of products. It is often considered a field of psychology that involves marketing, sociology social anthropology, ethnography, and sociology. Consumer behavior is primarily focused on how decision-making units reach their buying decisions, particularly when they are least likely to possess all available information about all existing brands. It also incorporates how their decisions are influenced by motivation and perception. Such buying behavior is prevalent and similar in different regions, cultures, and societies among all individuals.

Complex buying behavior arises when consumers are buying an expensive product. In the process of such infrequent transactions, consumers are highly involved in the purchase decision. Buyers will investigate thoroughly before deciding to invest and they behave very differently when buying an expensive product or a product that is unfamiliar to them. When the risk of buying a product is very high, a consumer discusses it with friends, family, and experts before making the decision. In complex buying behavior, the buyer goes through a learning process. The consumer will first develop beliefs about the product, then attitudes, and then will make a thoughtful purchase choice.

In dissonance-reducing buying behavior, consumer engagement is very high. This is generally due to the high price with low availability of options backed by fewer significant differences among brands. In such a situation, a consumer buys a product that is easily available. Consumers will be forced to buy goods to which they do not have too many choices and therefore consumers will be left with limited decision making. Based on the products available, time limitation, or budget limitation, consumers buy certain products without a lot of research.

Habitual buying behavior is described when a consumer has low involvement in a purchase decision. This type of buying behavior is mainly prevalent when it comes to buying day-to-day products 3 . Here, the consumers do not pay much attention to the brand or follow brand loyalty. In fact, the consumer perceives only a few notable differences between brands. When consumers are buying products that they use every day, they do not put a lot of thought into it. They either buy their favorite brand or the one that they use regularly or the one available in the store or the one that costs the least. Habitual buying behavior is mostly influenced by radio, television, and print media.


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