The lessons of cognitive dissonance should lead marketers to make sure that consumers have access to post- purchase reinforcements that help them to build positive brand attitudes.

Question

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Cognitive dissonance occurs when there's a conflict between beliefs and actions, such as buyer's remorse. Providing post-purchase reinforcements can help resolve this dissonance by reinforcing positive attitudes towards the brand.

The Lessons of Cognitive Dissonance Should Lead Marketers to Make