Search results
Results from the WOW.Com Content Network
Buyer's remorse is thought to stem from cognitive dissonance, specifically post-decision dissonance, that arises when a person must make a difficult decision, such as a heavily invested purchase between two similarly appealing alternatives. Factors that affect buyer's remorse may include the resources invested, the involvement of the purchaser ...
Also, cognitive dissonance (consumer confusion in marketing terms) is common at this stage; customers often go through the feelings of post-purchase psychological tension or anxiety. Questions include: "Have I made the right decision?", "Is it a good choice?", etc.
In The Theory of Cognitive Dissonance: A Current Perspective [96] (Aronson, Berkowitz, 1969), Elliot Aronson linked cognitive dissonance to the self-concept: That mental stress arises when the conflicts among cognitions threatens the person's positive self-image. This reinterpretation of the original Festinger and Carlsmith study, using the ...
He is a marketing psychology expert specializing in topics such as consumer psychology and serendipity, ... as cognitive dissonance caused by mixed messaging can undermine trust," he said.
Cognitive dissonance happens when your values and beliefs are challenged by social pressure, learning new information, having to make a quick decision, or behaving in a way that doesn’t align ...
Post-decision dissonance [53] (also known as cognitive dissonance) is the feeling of anxiety that occurs in the post purchase stage, as well as the uneasy feelings or concerns as to whether or not the correct decision was made at purchase. [54]
An explanation for the effect is provided by cognitive dissonance theory. If a person is already enjoying the prospect of an excellent deal and the future benefits of the item or idea, then backing out would create cognitive dissonance, which is prevented by playing down the negative effect of the "extra" costs.
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 ...