An irrational behavior is defined as a behavior with no clear meanings and reason. It does not help you to progress towards your objective. In fact, there is a bunch of things we know we should take clear of but we do them anyway and vice versa. This is a reason why people are more attracted to products during the sales. In this case, irrational behavior leads people to cognitive dissonance because at some level, everybody has some reasons to do the “wrong” action.
People are more attracted to products when it comes to the sales or when they can receive discounts. This phenomenon leads us to a situation in which a major part of the customers will think less about what they really want and need. Moreover, they will buy a product just because it looks cheaper and also because they know the discount is available during a limited period of time and so may miss it. The customer involvement in the buying process is definitely less during those situations. Part of the customers will be more concerned about the deal instead of the product itself.
However, this will happen for low-involvement products in which you do not need too much commitment. Low-involvement products in period of sales lead to cognitive dissonance because customers still buy it even if they do not really need it. In fact, customers do not react in the similar manner with low-involvement or high-involvement products.
A low-involvement product is a product bought with little purchase costs and low risks to make a wrong choice. The benefits brought by the product to the customer is relatively low just like for example bread, coffee or paper towels. (Hasan and Nasreen, 2012) On the other hand, high-involvement product will not be affected by the sales or discount phenomenon. As they involve constant seeks of information either about resellers or substitutes, high-involvement products will not drive the customer in a change of attitude because of an unexpected low price. (Sweeney, Hausknecht and...
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