Dissonance Reducing Buying Behaviour

Dissonance-reducing buying behaviour occurs when consumers are highly involved with an expensive, infrequent or risky purchase, but see little difference among brands. For example, consumers buying carpeting may face a high-involvement decision because carpeting is expensive and self-expressive. Yet buyers may consider most carpet brands in a given price range to be the same. In this case, because perceived brand differences are not large, buyers may shop around to learn what is available, but buy relatively quickly. They may respond primarily to a good price or to purchase convenience. After the purchase, consumers might experience post-purchase dissonance (after-sales discomfort) when they notice certain disadvantages of the purchased carpet brand or hear favourable things about brands not purchased. To counter such dissonance, the marketer's after-sale communications should provide evidence and support to help consumers feel good both before and after their brand choices.31

habitual buying behaviour Consumer buying behaviour in situations characterised by low consumer involvement and few significant perceived brand differences.

Continue reading here: Habitual Buying Behaviour

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Readers' Questions

  • lawrence
    What ua dissonance reducing buying behavior?
    1 year ago
  • Dissonance reducing buying behavior is a type of consumer behavior designed to reduce cognitive dissonance, or the feeling of discomfort that arises when a person is faced with a situation in which their beliefs and actions are in conflict. It involves the consumer making decisions that are in alignment with their beliefs and values. For example, if the consumer believes in protecting the environment, they may decide to purchase an energy-efficient appliance to reduce their environmental impact.