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Test Cognitive dissonance and regret management
Agenda
QUESTION 1: How does cognitive dissonance manifest itself after the purchase?
Automatic satisfaction after purchasing a product
Curiosity to learn more about product features
Feeling of regret or doubt as to whether the decision was correct
Desire to purchase complementary products immediately
QUESTION 2: What immediate action helps validate the customer's choice?
Send a thank you email that confirms the order and reinforces benefits
Offer a discount on the next purchase without explanation
Ask for a public review before you receive the product
Asking the customer to read the entire manual without orientation
QUESTION 3: What is the effect of a quick and friendly resolution of initial inconveniences?
Increases anxiety and causes returns
Reduces the need for future communication
Eliminates the need for educational content
Transform anxiety into relief and confidence, solidifying the relationship
QUESTION 4: What is the role of an accessible and empathetic customer service?
Demonstrate that the company prioritizes sales over support
Avoiding a communication barrier to confirm user anxiety
Substitute advice for collateral
Reduce perceived product quality
QUESTION 5: Why can dissatisfaction arise without a product defect?
Because the competition launches a new model
Because the price always seems too high afterwards
Because the user does not know how to use it correctly
Because tutorials distract the customer
QUESTION 6: What educational content adds value and encourages correct use?
Aggressive comparative advertising
Cross-promotions of unrelated products
Video tutorials, quick start guides and expert advice
Anonymous satisfaction surveys
QUESTION 7: What happens when the reality of the product does not align with idealized expectations?
Automatically increases perceived value
Decreased need for support
Cognitive dissonance is avoided
An internal tension appears that can generate doubts
8th QUESTION: What is the purpose of the company's post-purchase intervention?
Incentivize returns to recover stock
Reaffirm buyer's decision and avoid returns
Reduce educational content to avoid saturation
Increase fear of having wasted resources
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