A marketing strategy to counteract cognitive dissonance in purchasers of Disney mobile phones.
Written in 2007; 960 words; 2 sources; MLA; $ 34.95
Paper Summary:
The paper discusses how consumers of all goods and services frequently experience what is known as cognitive dissonance, or post-purchase anxiety. The paper analyzes how this is especially prevalent with purchases, such as cellular phone agreements, that require the consumer to buy into a contract of some duration. The writer proposes that the fact that the Disney Mobile phone involves the buyer's children, and is marketed on the basis of improving child safety, only increases the consumer's perceived stakes in the act of consumption, and raises the risk that the buyer may feel more potential anxiety after getting the phone. The paper includes a marketing strategy to counteract this anxiety.
From the Paper:
"Simplifying the decision making process at this stage is also a positive goal, because remorse in the post-purchase process tends to be greater if the consumer is exposed to many different options. Stressing the uniqueness of the Disney phone because of its parental screening devices and added entertainment components is an excellent strategy to help the likely target parental consumers feel better about their purchase. This will make them less apt long for another type of cell phone, or worse, to wish that they never bought a cell phone for their children at all. The superiority and uniqueness of the brand must be conveyed during the early decision-making process. Reducing later cognitive conflict in the pre-purchase stage is of vital importance because early apprehensions the greatest source of dissonance post- purchase."
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