EBK MARKETING
6th Edition
ISBN: 8220103676250
Author: Grewal
Publisher: YUZU
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Question
Chapter 6.4, Problem 6PC
Summary Introduction
To determine: The way by which firms augment post-purchase satisfaction and lessen cognitive dissonance.
Introduction: Cognitive dissonance refers to a conflict that occurs from the contradiction between two beliefs and behavior. It generally occurs when a buyer addresses the suitability of a buy after his or her choice has been made.
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