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A key issue in post-purchase evaluation is cognitive dissonance - the anxiety or "buyer's remorse" that can linger after high involvement purchasing decisions.
Research has shown that some consumers are more likely to read ads for a product they already have purchased than ads for competing brands. With this in mind, imagine that you have been hired by the luxury watchmaker Breitling (https://www.breitling.com/en/) to design an ad campaign specifically intended to ease potential cognitive dissonance.
-What steps could the company make to reach out to consumers after the purchase?
-What advertising messages and imagery could be most effective in reinforcing the consumer's decision to purchase the watch?
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