Post Purchasing Behavior Research Paper by hicaliber

Post Purchasing Behavior
A marketing strategy to counteract cognitive dissonance in purchasers of Disney mobile phones.
# 94110 | 960 words | 2 sources | MLA | 2007 | US
Published on Apr 20, 2007 in Business (Companies) , Business (Marketing) , Psychology (Social)


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Description:

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.

Sample of Sources Used:

  • Baleja, Gregory J. (2003) "Consumer Buying Process." Consumer Behavior. South Western Learning. Retrieved 29 Apr 2006 at http://www.swlearning.com/marketing/gitm/gitm4e05-02.html
  • Moser, H. Ronald, C. Petty & Brian Webb (2006) "Combating Post-Purchase Dissonance: Methods To Alleviate Dissonance In Major Purchases."Retrieved 29 Apr 2006 at http://www.nssa.us/nssajrnl/24_1/10-Moser-CombatingPost-PurchaseDissonanceOnline.htm

Cite this Research Paper:

APA Format

Post Purchasing Behavior (2007, April 20) Retrieved October 31, 2014, from http://www.academon.com/research-paper/post-purchasing-behavior-94110/

MLA Format

"Post Purchasing Behavior" 20 April 2007. Web. 31 October. 2014. <http://www.academon.com/research-paper/post-purchasing-behavior-94110/>

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