Post-purchase dissonance

From CEOpedia | Management online

The post-purchase dissonance is, in addition to satisfaction, the second type of reaction of the buyer after the purchase. It is a direct reaction to the fact of making a decision about the choice of a given product, not the experience of its use. The phenomenon of dissonance is characterized by the fact that we have doubts about the product purchased and we wonder if there really was not a better choice, whether we made the right decision. The feeling of a dissonant dissonance is intensified especially when the choices we make are difficult, require more thought, the products considered are expensive or the decision is irreversible. The post-purchase dissonance is caused by the natural thinking of man, it is a normal phenomenon and is often encountered. After making the purchase, we usually wonder if we have definitely chosen the right product, if the price was not too high - maybe in a different store we would buy cheaper ?, or the quality of the product meets our expectations - or maybe it would be better if we bought an alternative product from another company ?. The post-purchase dissonance has a direct impact on the buyer's feelings. You can find here the following relationship:the customer will be less satisfied with the purchase.

Post-purchase dissonance

Post-purchase dissonance is the consumer's dissatisfaction with the purchase of a given product. This consumer will have to change the market behavior in relation to this product. e.g. by buying a new, alternative good.

The post-purchase dissonance does not have to be caused solely by doubts about the product or service purchased. The post-purchase dissonance phenomenon may also result from obtaining incomplete or incorrect information about a given product or service.

Example: Purchase of private medical care

The seller informs that all medical assistance is included in the monthly subscription, so we do not incur any additional costs in addition to it. However, during the visit, we learn that for any x-rays or X-rays you need to pay extra, and that the subscription amount only applies to daytime services, additional costs should be incurred at night.

In the above example, the post-purchase dissonance is not caused by doubts about the service purchased but by the customer's dissatisfaction, because he obtained incorrect information before making the purchase, incomplete information about the service in this case was private medical care

What to do to prevent post-purchase dissonance or at least reduce it?

As you know, post-purchase dissonance is a very unpleasant phenomenon, which is why consumers have started using different types of strategies to avoid it. One example of the fight against post-purchase dissonance may be to refrain from making any decision in case we are considering various options and each of them is very attractive - we feel less regret then when we make this choice and we wonder if it was good decision. When making a choice, consumers try to re-evaluate one of the choices to confirm that the chosen option is the best one possible. Consumer products are compared to alternative products they use different techniques: one of them is searching for new information, as a result of which one of the products under consideration acquires positive attributes, and the other - acquires positive ones. As a consequence, we reject this product, which has more negative features.

Manufacturers also fight dissonance. They do it not only so that consumers do not refrain from making a purchase, but also that a strong dissonance does not adversely affect the later experience of product use. Poor opinion spreads much faster than good so companies take care to minimize customer dissatisfaction with the purchased product or service. To do this they use different kinds of methods.

These methods include

  • the opportunity to try the product before making a purchase,
  • giving away free samples,
  • offering the possibility of refunding in the event of customer dissatisfaction, i.e. the possibility of returning the product without any consequences,
  • offering an above-standard warranty

Types of client's reaction to dissatisfaction with the purchased product or service

  • No reaction - it usually occurs when the client knows that he will not achieve anything, he does not have enough knowledge about it or time.
  • Filing a complaint,
  • Dissemination of negative opinions among friends, on social networks, forums, blog - from the company's point of view is the worst consumer reaction,
  • Complaint to the so-called a third party, e.g. to the court or to consumer organizations,
  • Opting out of future contacts with a specific product or with all articles of a given company,

Examples of Post-purchase dissonance

  • After purchasing a new car, a customer may experience post-purchase dissonance if they were uncertain if they made the right choice or if they paid too much. They may begin to question if they should have gone with a different model, color, or even a different brand.
  • A customer may experience post-purchase dissonance after buying a new appliance. They may question if they made the right choice, if they should have gone with a different model, or if they paid too much.
  • After purchasing a new phone, a customer may experience post-purchase dissonance if they are uncertain if they made the right choice, if they should have gone with a different model, or if they paid too much. They may begin to question if they should have gone with a different brand or if the phone is going to work as expected.
  • A customer may experience post-purchase dissonance after buying a piece of furniture. They may question if they made the right choice of material, color, or design. They may also wonder if they should have gone with a different retailer or if they paid too much.

Advantages of Post-purchase dissonance

Post-purchase dissonance is an important concept in consumer behavior and has certain advantages. It can be beneficial to both the consumer and the company, as it encourages reflection and helps to inform future decisions. Below are some of the main advantages of post-purchase dissonance:

  • Allows for Reflection: Post-purchase dissonance encourages a consumer to reflect on their decision making process and the product they have purchased. This helps them to make more informed decisions in the future.
  • Helps to Identify Quality Issues: Post-purchase dissonance can help to identify any quality issues with a product. If a consumer is experiencing dissonance, it could indicate that the product does not meet the expectations of the consumer. This can be beneficial for the company as it can help to improve the quality of their products.
  • Encourages Research: Post-purchase dissonance encourages a consumer to research their options before making a purchase. This can be beneficial for the company as it encourages customers to research their products and make more informed decisions.
  • Helps to Improve Future Purchasing Decisions: As a consumer reflects on their decision making process and the product they have purchased, they can use this information to make better purchasing decisions in the future. This can help to improve customer satisfaction and loyalty.

Limitations of Post-purchase dissonance

The post-purchase dissonance is a natural reaction to the decision-making process and often occurs after making a purchase. It is characterized by the buyer's doubts about the choice of a given product, the price paid for it and whether it meets the buyer's expectations. Despite its prevalence, there are several limitations to the post-purchase dissonance. These include:

  • The scope of post-purchase dissonance is limited - it only applies to decisions made and does not take into account the experience of using the product.
  • The intensity of post-purchase dissonance is also limited - the more time passes since making the purchase, the less intense the dissonance.
  • The post-purchase dissonance is not always experienced - some buyers are more confident in their decisions and do not experience the dissonance.
  • Post-purchase dissonance is not always negative - it can also be experienced as a positive feeling of satisfaction with the choice made.

Other approaches related to Post-purchase dissonance

In addition to the traditional approach to post-purchase dissonance, there are several other approaches which can be taken. These include:

  • The cognitive dissonance approach - which seeks to reduce dissonance by altering one’s beliefs or attitudes in order to resolve the inconsistency.
  • The perception-based approach - which examines the impact of the perceived quality of the product on the dissonance experienced by the consumer.
  • The affective dissonance approach - which looks at how the dissonance experienced by the consumer is affected by their emotional attachment to the product.
  • The behavioural dissonance approach - which looks at how the behaviour of the consumer is affected by the dissonance experienced.

Overall, post-purchase dissonance is an important phenomenon to consider when assessing the purchase decision process of consumers. These different approaches can help to better understand the causes and effects of post-purchase dissonance, and can help marketers to better target their customers and adjust their strategies accordingly.


Post-purchase dissonance — recommended articles
Sales techniques — Consumer decision making process — Relationship selling — Warm Calling — Prestige products — Consumer buying behaviour — Buying cycle — Client satisfaction — Concept selling

References

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