Contemporary Marketing (MindTap Course List)
17th Edition
ISBN: 9781305075368
Author: Louis E. Boone, David L. Kurtz
Publisher: Cengage Learning
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Chapter 6, Problem 5CTE
Summary Introduction
To discuss: The ways to eliminate the dissonance of a customer.
The anxiety after the purchase of a product is termed as cognitive dissonance.
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A university student has just purchased a new Apple iPad. What factors might cause the student to experience post-purchase dissonance? How might the student try to overcome
it? How can the retailer who sold the computer help reduce the student’s dissonance? How can the computer’s manufacturer help?
Suppose you are employed by a large electronics retailer,and a customer comes to you with cognitive dissonanceover the purchase of an expensive computer system fromyour store the previous week. How would you work withthe customer to help eliminate the dissonance?
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Social class is a major component of which major influence on consumer purchases?
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b. Personal
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