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COGNITIVE DISSONANCE: Also called buyer's remorse. This post-purchase behavior is more likely to happen when the purchase is a more expensive one. The consumer may experience some regrets or questioning as to whether the purchase was a good one. This is the fifth step in the decision making process. Marketers can help eliminate this by properly selling the product and doing a follow-up to help reinforce the buyer's "good" decision.

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Today, you are likely to spend a great deal of time at the confiscated property police auction hoping to buy either a hepa filter for your furnace or a wall poster commemorating next Thursday. Be on the lookout for bottles of barbeque sauce that act TOO innocent.
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Only 1% of the U.S. population paid income taxes when the income tax was established in 1914.
"Always remember that striving and struggle precede success, even in the dictionary. "

-- Sarah Ban Breathnach, writer

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