Consumer Behavior

Sample Solution

• Unrealistic expectations: The student may have had unrealistic expectations about what the iPad could do. For example, they may have thought it would be able to do everything their old computer could do, plus more. When they realize that the iPad is not as powerful as they thought it would be, they may experience dissonance.
• Comparison to other options: The student may have compared the iPad to other tablets or laptops and found that it was not the best option for them. This can lead to feelings of regret and dissonance.
• Financial concerns: The student may have spent a lot of money on the iPad and now be feeling financial pressure. This can also lead to feelings of dissonance.

Full Answer Section

• Peer pressure: The student may have bought the iPad because their friends had one, but now they are not sure if it was the right decision. This can also lead to feelings of dissonance.

Here are some ways that the student can try to overcome post-purchase dissonance:

• Do more research: The student can do more research on the iPad to learn more about its capabilities. This can help them to see that they made the right decision.
• Talk to others: The student can talk to other people who have iPads to get their feedback. This can help them to feel more confident in their decision.
• Use the iPad: The best way to overcome dissonance is to use the iPad and see how it works for them. If they find that they are happy with it, the dissonance will eventually go away.

The retailer who sold the computer can help reduce the student's dissonance by:

• Providing excellent customer service: The retailer should be responsive to the student's concerns and help them to feel confident in their purchase.
• Offering a money-back guarantee: This will give the student peace of mind knowing that they can return the iPad if they are not happy with it.
• Educating the student about the iPad: The retailer can teach the student about the iPad's features and how to use it. This will help the student to see that they made the right decision.

The manufacturer can help reduce the student's dissonance by:

• Providing clear and concise instructions: The manufacturer should make sure that the instructions for using the iPad are clear and easy to understand. This will help the student to get the most out of their purchase.
• Offering a user forum: The manufacturer can create a user forum where people can ask questions and get help from other iPad users. This can help the student to feel more confident in their purchase.
• Providing regular updates: The manufacturer should regularly update the iPad with new features and bug fixes. This will help to keep the iPad up-to-date and running smoothly.