What is Dissonance Reducing Buying Behavior in Marketing?

Learn Dissonance Reducing Buying Behavior definition in marketing with explanation to study “What is Dissonance Reducing Buying Behavior”. Study dissonance reducing buying behavior explanation with marketing terms to review marketing course for online MBA programs.

Dissonance Reducing Buying Behavior Definition

  • Consumer buying behavior in situations characterized by high involvement but few perceived differences among brands.

    Principles of Marketing by Philip T. Kotler, Gary Armstrong



Dissonance Reducing Buying Behavior Explanation

Dissonance reducing buying behavior happens when buyer is highly motivated to make purchase decision but notices minor difference among other brands. It usually occurs while buying less expensive products or goods. For example, clothing, grocery, paints, and decoration items. The buyer perceives few differences among the other brand. However, buyer assumes that products are similar or essentially same.

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