Editing Cognitive dissonance (section)

===Consumer behavior<!-- This section is not an application of research, and is questionable regarding ethics -->===
[[Pleasure]] is one of the main factors in our modern culture of [[consumerism]].<ref name=":22">{{cite journal | vauthors = Kocamaz İ, Karadeniz M |title=An Investigation of Post-Purchase Cognitive Dissonance and Its Determinants in Online Shopping |journal=Yaşar Üniversitesi E-Dergisi |date=31 March 2020 |volume=15 |pages=307–315 |url=https://dergipark.org.tr/en/pub/jyasar/issue/53734/630537 }}</ref> Once a consumer has [[Buyer decision process|chosen to purchase]] a specific item, they often fear that another choice may have brought them more pleasure. Post-purchase dissonance occurs when a purchase is final, voluntary, and significant to the person.<ref name="Keng 1327–1339">{{cite journal | vauthors = Keng CJ, Liao TH |title=Consequences of Postpurchase Dissonance: The Mediating Role of an External Information Search |journal=Social Behavior and Personality|date=1 November 2009 |volume=37 |issue=10 |pages=1327–1339 |doi=10.2224/sbp.2009.37.10.1327 }}</ref> This dissonance is a mental discomfort arising from the possibility of dissatisfaction with the purchase, or the regret of not purchasing a different, potentially more useful or satisfactory good.<ref name="Keng 1327–1339"/> Consequently, the buyer will "seek to reduce dissonance by increasing the perceived attractiveness of the chosen alternative and devaluing the non chosen item, seeking out information to confirm the decision, or changing attitudes to conform to the decision."<ref name=":22" /> In other words, the buyer justifies their purchase to themselves in whatever way they can, in an attempt to convince themselves that they made the right decision and to diminish regret. Usually these feelings of regret are more prevalent after online purchases as opposed to in-store purchases. This happens because an online consumer does not have the opportunity to experience the product in its entirety, and must rely on what information is available through photos and descriptions.<ref>{{cite journal | vauthors = Yap SF, Gaur SS |title=Consumer Dissonance in the Context of Online Consumer Behavior: A Review and Research Agenda |journal=Journal of Internet Commerce |date=April 2014 |volume=13 |issue=2 |pages=116–137 |doi=10.1080/15332861.2014.934647 |s2cid=144959165 }}</ref> On the other hand, in-store shopping can sometimes be even more of an issue for consumers in regard to [[impulse buying]]. While the ease of online shopping proves hard to resist for impulse buyers, in-store shoppers may be influenced by who they are with. Shopping with friends increases the risk of impulse buying, especially compared to shopping with people such as one's parents.<ref>{{cite book |doi=10.1109/icim49319.2020.244662 |chapter=Measuring Post-purchase Regret and Impulse Buying in Online Shopping Experience from Cognitive Dissonance Theory Perspective |title=2020 6th International Conference on Information Management (ICIM) |year=2020 | vauthors = Lazim NA, Sulaiman Z, Zakuan N, Mas'od A, Chin TA, Awang SR |pages=7–13 |isbn=978-1-7281-5770-2 |s2cid=218467672 }}</ref>

Post-purchase dissonance does not only affect the consumer; brands are dependent on [[customer loyalty]], and cognitive dissonance can influence that loyalty. The more positive experiences and emotions that a customer associates with a specific brand, the more likely they are to buy from that brand in the future, recommend it to friends, etc. The opposite is also true, meaning any feelings of discomfort, dissatisfaction, and regret will weaken the consumer's perception of the brand and make them less likely to return as a customer.<ref>{{cite web | title = Cognitive Dissonance & Post-Purchase Process |url= https://study.com/academy/lesson/cognitive-dissonance-post-purchase-process.html |access-date=2021-10-08 |website=study.com}}</ref>
When consumers encounter unexpected prices, they adopt three methods to reduce cognitive dissonance: (i) Employ a strategy of continual information; (ii) Employ a change in attitude; and (iii) Engage in [[Minimisation (psychology)|minimisation]].<ref>{{cite journal | last=Lindsey‐Mullikin | first=Joan | title=Beyond reference price: understanding consumers’ encounters with unexpected prices | journal=Journal of Product &amp; Brand Management | publisher=Emerald | volume=12 | issue=3 | date=2003-06-01 | issn=1061-0421 | doi=10.1108/10610420310476906 | pages=140–153}}</ref> Consumers employ the strategy of continual information by engaging in bias and searching for information that supports prior beliefs. Consumers might search for information about other retailers and substitute products consistent with their beliefs.<ref name="simplypsychology.org">{{Cite web|url=https://www.simplypsychology.org/cognitive-dissonance.html|title=Cognitive Dissonance Theory {{!}} Simply Psychology|website=www.simplypsychology.org|access-date=2019-03-31}}</ref> Alternatively, consumers might change attitude, such as re-evaluating price in relation to external reference-prices or associating high prices and low prices with quality. Minimisation reduces the importance of the elements of the dissonance; consumers tend to minimise the importance of money, and thus of shopping around, saving, and finding a better deal.<ref>{{cite journal| vauthors = Mullikin LJ |title=Beyond Reference Pricing: Understanding Consumers' Encounters with Unexpected Prices|journal=Journal of Product & Brand Management|year=2003|volume=12|issue=3|pages=140–153|doi=10.1108/10610420310476906}}</ref>
High impulse buying is associated with increased post-purchase cognitive dissonance, where consumers experience discomfort and regret after purchasing. <ref>{{Cite journal |last1=Amini |first1=Salama |last2=Rahmawati |first2=Alni |date=2025-03-27 |title=The effect of price discount, FOMO, pay later on impulse buying and cognitive dissonance post-purchase in commerce shopping among the millennial generation |url=https://learning-gate.com/index.php/2576-8484/article/view/5799 |journal=Edelweiss Applied Science and Technology |volume=9 |issue=3 |pages=2354–2366 |doi=10.55214/25768484.v9i3.5799 |issn=2576-8484|doi-access=free }}</ref>