In order to help customers feel comfortable with their decision after the purchase of a new car, manufacturers are offering extended warranties, free oil changes, and maintenance checks. This is an effort to offset:
A) purchase disillusionment.
B) cognitive dissonance.
C) product dissatisfaction.
D) negative publicity.

Question

Quizplus · Accepted Answer

Cognitive dissonance refers to the discomfort people feel when they have two conflicting beliefs, attitudes or behaviors. In the case of purchasing a new car, customers may experience cognitive dissonance as they have made a significant financial investment and may question if they made the right choice. Offering extended warranties, oil changes, and maintenance checks helps to alleviate this discomfort and reinforces the customer's decision to purchase the car.

In Order to Help Customers Feel Comfortable with Their Decision