What is Dissonance-Reducing Buying Behaviour?
Dissonance-reducing buying behaviour occurs when customers are highly involved with a rather expensive, infrequent or risky purchase but see little difference among brands. For example, customers buying carpeting may face a high-involvement decision because carpeting is expensive and self-expressive. Yet buyers may consider most carpet brands in a given price range to be the same. In this case, because perceived brand difference are not large, buyers may shop around to learn what is available but buy relatively quickly. They may respond primarily to a good price or purchase convenience.
After the purchase, consumers might experience post-purchase dissonance (aka after-sale discomfort) when they notice certain disadvantages of the purchased carpet brand or hear favourable things about brands not purchased. To counter such dissonance, marketer’s after-sale communications should provide evidence and support to help consumers feel good about their brand choices.