Post-Purchase Dissonance : The Wisdom of the 'Repeat' Purchases!

Satisfaction predicts and drives key consumer behaviors, among them repeat purchases and word-of-mouth advocacy. The paper mainly examined the assessment of cognitive dissonance (CD) scale, dissonance segments, consumer disposition toward satisfaction , obstacles in measuring dissonance, and the CD mediation link between positive reinforcement and satisfaction. This study explored how cognitive lock-in arises when customers acquire incumbent-specific skills giving the incumbent an advantage over its competitors. The purpose of the study is to perform a qualitative analysis of the presence, magnitude, and effects of CD over each beta, gamma, and delta stages of the decision making process, understand satisfaction and retention, and suggest managerial marketing recommendations. The final sections provide study limitations, directions for future research particularly on how to strengthen the customer confidence, enhance satisfaction level, and persuade repeat purchase behavior