Why Should Marketers Be Aware of Consumers' Cognitive Consistency and Cognitive

question 42

Essay

Why should marketers be aware of consumers' cognitive consistency and cognitive dissonance? How can dissonance be reduced? Use the post-purchase behavior of a customer as an example.

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Definitions:

Financial Statements

Reports that summarize the financial performance and position of a business, including the income statement, balance sheet, and cash flow statement.

Financial Accounting Standards Board

An autonomous body tasked with creating and enhancing financial accounting and reporting norms in the United States.

Securities and Exchange Commission

A US government agency responsible for enforcing federal securities laws, regulating the securities industry, and overseeing the nation's stock and options exchanges.

CMA

Certified Management Accountant, a professional certification for accounting and financial professionals in business.