2.2 Dissonance-reducing buying behaviour

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
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