Max recently purchased a Ford F150 truck and has owned it for about a week. Earlier in the day, he received a call from Dane, the sales representative who sold him the truck. Dane called to check to see whether Max had any questions or problems with the truck and if he had learned how to navigate all the bells and whistles. Dane also reminded Max about how Ford is highly regarded as one of the best automobile brands and that the Ford truck is the #1 truck brand in the United States. What phenomenon is Dane trying to prevent by contacting her customer?

Question

Quizplus · Accepted Answer

Dane is trying to prevent cognitive dissonance, which is the discomfort a customer may feel after making a purchase and questioning whether they made the right decision. By checking in and reminding Max of the benefits of the Ford brand, Dane is attempting to reinforce Max's positive feelings about his purchase and reduce any potential cognitive dissonance.

Max Recently Purchased a Ford F150 Truck and Has Owned