Sergio Leite, Analyst, Brazil
I agree to Thabo Motsoasele, although there are products that do not require support services
or do not depend on how friendly they were sold. Internally we all search for a reason able to justify our new purchase just to reduce our natural repentance related to ambiguous feeling that can vary from the possibility that it will not satisfy ourselves due to quality or even a need in that moment that could be postponed, for instance, till the absolute satisfaction supplied by the purchase. The reducing of cognitive dissonance
is an important matter to those who seek to retain the consumer loyalty. And the additional services offered during purchases certainly help to minimize this effect, since they provide a sense of confidence.
Indeed one way to reduce cognitive dissonance is to gather information. Information plays an important role to influence purchase decisions and in a more advanced way to teaching to making decisions. Even in post-purchase cases.