Sunday, July 29, 2007 | 9:58 AM

Post Purchase Dissonance

Post Purchase Dissonance is a marketing term used to describe the feeling of regret or anxiety in consumers after making a purchase. The level of dissonance is dependant on factors such as the amount of the purchase, the number of choices availabe, the ease with which the choice can be reversed and on individual's ability to control emotions such as anxiety. Usually, the higher the cost of the item will lead to an increase of experiencing dissonance in consumer. Also, the larger the available choices, the higher possibility of dissonance also because consumers will suffer from panic attacks that the choice they did not make seem better than what they bought. Some ways to overcome dissonance are : to reinforce the choice made by the consumer was the best choice for him/her and to make the item that was not purchase less desirable

im suffering from post purchase dissonance...damn