Increasing the desirability of the brand purchased is an approach to reducing dissonance.

Question

Quizplus · Accepted Answer

According to cognitive dissonance theory, people experience dissonance or discomfort when they have conflicting thoughts or beliefs. After making a purchase, if individuals experience dissonance, they may take steps to reduce it. One way to reduce dissonance is by increasing the desirability of the brand or product that was purchased. This can be done by focusing on its positive attributes, seeking out positive reviews, or finding ways to justify the purchase as a good decision.

Increasing the Desirability of the Brand Purchased Is an Approach