Cognitive dissonance in marketing

Cognitive dissonance in marketing occurs when a consumer experiences mental discomfort after making a purchase, especially if their new choice conflicts with prior beliefs or expectations. Marketers address this by reassuring customers through follow-up messages, warranties, or emphasizing the benefits of the product, helping to reduce any regret or doubt. Essentially, it's about understanding and easing the mental tension that can happen when someone questions whether they made the right decision, encouraging continued satisfaction and brand loyalty.