Cognitive dissonance is the result as purchasers perceived that his new

Cognitive dissonance is the result as purchasers

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Cognitive dissonance is the result as purchasers perceived that his new products brought were inappropriate to his needs. To really avoid this situation, buyers will compare the alternative goods to ensure he gets the best option. On the one hand, when the alternative good is the same as the original one, there is no dissonance and the product will be chosen easily. On the other hand, when there is difference in compare the alternative good with the origin, there is substantial dissonance during the shopping period and may lead to dissatisfaction in products consuming. Two conditions interpret the ineffectiveness of reducing the cognitive dissonance when products are functionally differentiated. First, there would be very difficult to lower the dissonance if the differentiated products have the same physical appearance. Second, the alternative goods available is narrow. To sum up, this article gives a bunch of elements creating the cognitive dissonance in consumer behavior: (Kaish, S., 1967) Importance
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Functional performance differences Difficulty in relating physical product qualities and performance difference Depth of assortments available
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