Dunhill sells top-of-the-line suits to executives in their own offices. Once a sale is made, the Dunhill sales representative could emphasize how satisfied the customer will be with his Dunhill suit or how much better Dunhill suits are than its competitors' in order to alleviate:

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This approach is aimed at reducing cognitive dissonance, which is the discomfort experienced by a customer after making a purchase decision, often due to conflicting beliefs or concerns about the decision's benefits. By emphasizing satisfaction and superiority over competitors, the sales representative helps reassure the customer, mitigating any second thoughts or regrets.

Dunhill Sells Top-Of-The-Line Suits to Executives in Their Own Offices