The Consumer Decision Making Process, Cognitive Dissonance, and You

As I have learned in my Marketing class, the consumer decision making process is a very important study on consumers when they wish to purchase a product. The first step in this process is the problem and need recognition. As an example, let us say that one wakes up in the morning with rancid morning breath, only to find that he or she can completely run out of toothpaste. He or she recognizes this predicament and wishes to solve it by searching for the perfect toothpaste to use now and for many days to come, which brings us to the second step. Fortunately, one can easily search for toothpaste, since it is found in any convenience store (CVS, Walgreens, 7-11, etc). Unfortunately, so many different brand of toothpastes exist, so which one should one choose?

"So many to choose from!"

The third step is the evaluation of alternatives. This is where one should look at the prices of each product, their ounce count, and even the opinions of others who have used the products. After finally deciding the right toothpaste, the fourth step occurs; one purchases the product. Now one can go home with their brand new Crest toothpaste and say goodbye to bad breath. Hold on. Was buying that brand and that flavor the right choice? That Colgate next to it was the same price, and the flavor had more mint strips imbued in the toothpaste. Was purchasing Crest the right decision? These thoughts are connected to the last step, post-purchase behavior, and directly relate to the business definition of cognitive dissonance.

In the business world, cognitive dissonance is defined as the second thoughts one has after purchasing a product. It is good to lessen cognitive dissonance, in order to boost up overall satisfaction of the purchase. Businesses can help lessen this by having a brand of toothpaste on sale or giving one a money-back guarantee. One can also lessen cognitive dissonance his or herself by finding innovative ways to use toothpaste. Believe it or not, toothpaste can be used to treat bee stings and remove marker from painted walls. Everyone goes through the decision making process, and cognitive dissonance may or may not occur. Next time one goes out to buy toothpaste, or a new car, or whatever, these steps are sure to occur.

Sources:
Dr. Yang. (2011, May 21). My Kidz Dentist. Retrieved from
      http://mykidzdentist.blogspot.com/2010/08/product-review-listerine-
      zero.html. (2010, August 20).

Mujtaba Ali. (2011, May 21). 9 Uses for Toothpaste Other than Brushing Your
      Teeth. Retrieved from http://www.sanedentist.com/9-uses-for-toothpaste-
      other-than-brushing-your-teeth.html. (2010, March 27).