Post-Purchase Dissonance Understanding Consumer Behavior Term Paper

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He or she will focus on the good qualities of the vehicle and hence a greater sense of satisfaction will result.

Interaction is a vital process of the purchase process. The car salesperson particularly should never hurry or automate a customer through a purchase. As David Barrow (2006) suggests, such a strategy might sell more cars more quickly, but ultimately the merchant will lose business because of post-purchase dissonance. Instead, the car salesperson should interact with the customer in such a way that the latter feels valued. This is done by letting the customer take enough time to make careful decisions regarding the purchase, and also by highlighting both the pros and cons of each possibility until the customer has narrowed the choices down to the car he or she wants to buy. Making sure that the customer takes his or her time will minimize later regrets.

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Finally, a very good strategy for avoiding post-purchase dissonance is to ensure that the customer continues to receive excellent service from the dealer. When taking the car from the premises, for example, the salesperson can show the customer the various operation controls of the car, and ensure that no questions remain regarding the purchase. The customer can be made to feel special by elements such as a small gift as congratulations with the purchase. To ensure that customers return, car services can be made special by ensuring that the vehicle is washed after each service, and by personally questioning the customer regarding the driving experience.

All the above strategies can be integrated prior to, during, and after the purchase to ensure that excellent customer care prevents post-purchase dissonance. The most important factor is friendly and honest interaction with the customer, and an attitude of helpfulness......

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"Post-Purchase Dissonance Understanding Consumer Behavior" (2008, January 23) Retrieved May 21, 2025, from
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