Define the term postpurchase cognitive dissonance and give an example of when this happened to you. Then explain what the company could have done to lessen your dissonance.

Post Purchase Cognitive Dissonance is the phrase we give to the state of unease which exists in the customer's mind after buying a product or service.

There are times we buy a product or pay for a particular service and we don't feel happy about the value we pay for such product or service. For instance, I saw an Adidas Samba with my friend and I love the it. I asked him how much he bought the footware and he told me $55. I bought the same type (Adidas samba) of footware at the rate of $70 due to the way the seller convince me about their company quality and he gave me absolute assurance on it's durability and 100% money back guarantee.

When I got home, I didn't see any difference between the one I bought and the one my friend had. I was not happy about my decision. I wanted to return it immediately but I restricted myself due to what the seller told me.

It's more than a year now and my Adidas Samba is still in good shape and my friend's Adidas Samba has spoilt.

The company was able to lessen my dissonance due to the high quality they are known for and the 100% money back guarantee.