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Buyer's remorse is an example of post-decision dissonance, where a person is stressed by a made decision and seeks to decrease their discomfort. [2] The buyer may change their behavior, their feelings, their knowledge about the world (what they thought the purchased item would be like), or even their knowledge of themselves. [3]
As part of consumer behavior, the buying decision process is the decision-making process used by consumers regarding the market transactions before, during, and after the purchase of a good or service. It can be seen as a particular form of a cost–benefit analysis in the presence of multiple alternatives. [1] [2]
Such behavior involves gaining knowledge of the product, specifications and attributes, and furthermore creating attitudes that lead to the buyer's decision. [5] Similarly, dissonance [when defined as?]-reducing buying behavior occurs in the same situation, but instead with brands they see little differences between. [5]
The theory of cognitive dissonance proposes that people have a motivational drive to reduce dissonance. Choice-supportive bias is potentially related to the aspect of cognitive dissonance explored by Jack Brehm (1956) as postdecisional dissonance. Within the context of cognitive dissonance, choice-supportive bias would be seen as reducing the ...
Consumer behaviour is the study of individuals, groups, or organisations and all activities associated with the purchase, use and disposal of goods and services.It encompasses how the consumer's emotions, attitudes, and preferences affect buying behaviour.
The feeling of responsibility causes cognitive dissonance when presented with large array situations. [5] In this situation, cognitive dissonance results when there is a mental difference between the choice made and the choice that should have been made.
The brain does not contain a “buy button”, but rather recruits several processes during choice tasks, and studies report that the prefrontal cortex is heavily involved in limiting the emotions expressed during impulse buying. Reducing the effect of these executive control areas of the brain may contribute to changes in purchasing behavior ...
The theory of insufficient justification formally states that when extrinsic motivation is low, people are motivated to reduce cognitive dissonance by generating an intrinsic motivation to explain their behavior, and similarly more likely to decline a desired activity when presented with a mild threat versus a more serious threat. Insufficient ...