MARKETING - RENTAL EBOOK ACCESS CODE
7th Edition
ISBN: 9781264156467
Author: Grewal
Publisher: MCG
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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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