2.2 Dissonance-reducing buying behaviour

Figure 6  Dissonance-reducing buying behaviour

Show description|Hide description

In this matrix, based on Figure 3, Assael uses the difference between brands and the level of involvement of the consumer to give four genarlised buying behaviours. ‘Dissonance-reducing’ is highlighted.

Figure 6  Dissonance-reducing buying behaviour

• Consumers are highly involved in the purchase, but have difficulties determining the differences between brands.
• ‘Dissonance’ can occur if consumers worry afterwards that they may have made the wrong choice. Examples include:
  • financial services products, such as insurance or investment
• Consumer will choose such products on the basis of price or convenience and then seek further confirmation, after the purchase, that they made the right choice.

Figure 7  Using recommendations and rankings for services and goods – dissonance-reducing buying

Show description|Hide description

The graphic displays an award stating ‘Best buy’ three times.

Figure 7  Using recommendations and rankings for services and goods – dissonance-reducing buying