Post-Purchase Dissonance: Coping With Buyers’ Remorse
Post-purchase dissonance is a cognitive discomfort experienced after a purchase due to inconsistencies between beliefs and behavior. It triggers coping mechanisms such as self-justification, rationalization, confirmation bias, and selective perception to reduce dissonance and maintain a positive self-image. Cognitive Processes: The Foundation of Post-Purchase Behavior Hey, there, shoppers! Ever wondered what goes through your mind…