Cognitive dissonance is a psychological state of discomfort that occurs in a buyer after making a purchase (especially of an expensive or important product) and is caused by an internal conflict between the positive aspects of the chosen product and the positive aspects of the alternatives that were rejected.
This state is also known as “buyer’s remorse”. To reduce customer dissonance, companies undertake special post-purchase communications – such as sending thank-you letters, providing guarantees, providing excellent service and publishing positive customer reviews. The goal is to confirm the customer’s decision and increase satisfaction and loyalty.
