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چکیده
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Cognitive Dissonance is a phenomenon that has been deeply studied throughout the history of psychology. This concept describes a state where the human's cognitive components such as beliefs, attitudes and behavior are in contradiction. When a person feels this way, they become anxious and try to overcome this feeling. The concept of cognitive dissonance is specially significant in the field of organizational behavior and consumer behavior. When analyzing the behavior of their customers, marketers benefit from the concept of cognitive dissonance; this concept, when taken into the context of consumer behavior, is known as Post-Purchase Dissonance. The main objective of this paper is to shed light on the importance of post-purchase dissonance in the consumer's post-purchase process. This is because the authors of this paper believe that the importance of this topic has not been taken seriously in the marketing and consumer behavior literature. In terms of the nature of the data, this research is considered as a qualitative research. By putting together and combining the findings of different scholars, which form the basis of this research, we have conducted a rather descriptive - analytical research. This study, initially describes the concept of post-purchase dissonance and how this concept affects consumer's post-purchase behavior. Afterwards, based on the literature, it states the factors that cause this phenomenon and finally offers probable solutions to decrease post-purchase dissonance.
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