psychologically unpleasant state that occurs when an imbalance exists among a persons cognitions (knowledge beliefs attitudes)
36 The Consumer Decision Process
more likely to occur where
dollar value of purchase is high
rejected alternatives have desirable features not present in chosen alternative
decision is major one
37 The Consumer Decision Process
Reduction of Cognitive Dissonance
seek out advertisements and other information supporting the chosen alternative
seek reassurance from other satisfied customers
avoid information favorable to the unchosen alternatives
consumer can change opinions
marketeers can provide informational support to reduce dissonance
38 Consumer Problem-Solving Processes
Routinized response behavior
made based on brand preference selection from limited group of brands
situation where evaluative criteria are set but a new brand is encountered
brand is difficult to categorize or evaluate requires considerable external search
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