Escalation of Commitment

Cognitive dissonance

Festinger's (1957) cognitive dissonance theory suggests that we have an inner drive to hold all our attitudes and beliefs in harmony and avoid disharmony (or dissonance). For example, when people smoke (behavior) and they know that smoking causes cancer (cognition). Cognitive dissonance occurs when tension arises between a person's attitudes or beliefs and a decision that contradicts those pre-existing modes of thinking. The psychological phenomenon also occurs when a person chooses between two equally attractive or equally unappealing options. 

The creation of satisfaction is the real art of effective marketing. Marketing managers want to create positive experience from purchase their products and services. Nevertheless, it is common for customers to experience some post purchase concerns; this is known as cognitive dissonance. Such concerns arise because of an uncertainty surrounding the making the right decision. This is because the choice of one product often means the rejection of the attractive features of alternatives.

Post purchase dissonance is basically an after purchase cognitive behavior. While evaluating the benefits after a purchase it is common for customers to be concerned about their purchase decision. It is caused by cognitive dissonance. Here the customer thinks that if he had purchased some other item it would have been better than the one he bought. Simply he is not completely satisfied with the purchase and is most likely to switch brands.

So to avoid post purchase cognitive dissonance (or PPCD), marketers need to concentrate on truths. What does the product do? How does it do it? Can you prove it does it? What do existing customers think? How will new customers be instantly rewarded by their purchase from you? What after-sales care do you provide? Is there an after-sales cost (if so, spell it out)? Do you have sufficient marketing to bolster your product in the customer’s mind after they have purchased. What...