Cognitive dissonance is an insecure feeling, or lingering doubts, consumers sometimes have after making large purchases. One way to reduce Cognitive dissonance (CD) is to introduce full money back guarantee on dissatisfaction within a stated time period, say 2-3 weeks after purchase. Another way to reduce CD is by allowing product evaluations where the user is allowed to use the product for a limited time period and then has the option whether to buy it or not. As a marketing manager of a desktop software, I will make the trial version of the software available for free download over the internet. Users can freely download, test, evaluate and then extend the trial period if they wish to, by purchasing the product. This way, the users are devoid of any dissatisfaction after purchase, since they have evaluated the software fully.
1. Williams C. (2007). Management (4th ed., ). Thomson South Western.