Cognitive dissonance is where customers question themselves after they have made a purchase was the purchase worth buying, or was it a good deal and will it last? (“Understanding Canadian Business” 241) In order to stop negative thoughts that contribute to cognitive dissonance, researchers must look into the consumer behavior to understand customers better, to determine how to get the consumers to buy products or services (“Understanding Canadian Business” 242). Furthermore, a brand must observe the consumer behavior to reduce negative thoughts about products and services by observing many factors (“Understanding Canadian Business 241). The first factor to examine is the marketing mix influences, which means asking; what is the product the brand is selling, what is the price of the product to obtain the brand name, where can a customer buy the product and what type of advertisement is the brand using to promote the product it is selling …show more content…
Sociocultural means understanding what reference group a customer shapes their beliefs by, what does their family believe in, how does a customers social class influence their buying decisions, what is an individuals and how does the brand fit into their culture. (“Understanding Canadian Business” 241) Another factor is situational influences. Situational influences are asking questions about what is the purchase history of a consumer, what social or physical surrondings potentially influence a customer to buy a brand (low light settings), the previous experiences a customer has had with products and how the experience shapes a customers expectations of products? The last concept researchers look at is psychological influences. These influences include what is the consumer’s perception of a product or brand, the consumer’s attitude towards brands, and what motivates a consumer to buy a