Affiliation:
1. University of Michigan Graduate School of Business Administration, University of Illinois
Abstract
Are there really “dissonant consumers”—that is, consumers beset with doubt after a purchase that they have made the correct choice? The author examines this question, using the findings of his study of new automobile owners; and he discusses the issue of the advertiser's responsibility to the recent purchaser.
Subject
Marketing,Business and International Management
Cited by
20 articles.
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