Question

A key issue in post-purchase evaluation is cognitive dissonance – the anxiety or “buyer’s remorse” that can linger after high involvement purchasing decisions.

Research has shown that some consumers are more likely to read ads for a product they already have purchased than ads for competing brands. With this in mind, imagine that you have been hired by the luxury watchmaker Breitling (https://www.breitling.com/en/) to design an ad campaign specifically intended to ease potential cognitive dissonance.

What steps could the company make to reach out to consumers after the purchase?

What advertising messages and imagery could be most effective in reinforcing the consumer’s decision to purchase the watch?

Answer 1

The steps should involve a motivation for the customers. The campaign should change the way the consumers thought. Solid marketing should be built on-spot. The steps should involve the establishment of a need in the consumer's mind . The campaign should provide good and best reviews from customers who are using the product and really is getting benefits from the product. Seeing the ads, the consumer should be sure that what they bought is definitely the best one for them.

Benefit based advertising message is very important. A powerful message involves the direct benefit that the consumer will receive by purchasing the product . A common ground should be established by the help of the advertising message. That common ground is that link that binds the company and consumer together. A good advertising message should establish the company's brand within the consumer's mind .