Cognitive Dissonance: Understanding Consumer Discomfort After a Purchase
Cognitive dissonance is a psychological phenomenon that occurs in consumers after a purchase when they feel discomfort about their decision. This discomfort is caused by doubts or contradictions between the consumer’s expectations and the reality of the purchase. This feeling can lead to post-purchase behaviors such as product returns, feelings of regret, or seeking justification to support the initial decision. Understanding cognitive dissonance helps marketers develop strategies to reduce these doubts and improve customer satisfaction.