Cognitive dissonance is a similar concept that is not new. http://en.wikipedia.org/wiki/Cognitive_dissonance http://en.wikipedia.org/wiki/Cognitive_dissonance

Cognitive dissonance is a similar concept that is not new. http://en.wikipedia.org/wiki/Cognitive_dissonance http://en.wikipedia.org/wiki/Cognitive_dissonance As quoted from that article: "Cognitive dissonance is also useful to explain and manage post-purchase concerns. If a consumer feels that an alternate purchase would have been better, it is likely he/she will not buy the product again. To counter this, marketers have to convince buyers constantly that the product satisfies their need and thereby helps reduce their cognitive dissonance, ensuring repurchase of the same brand in the future." Sounds like the writer is referring to cognitive dissonance. Leon Festinger published his work on cognitive dissonance in 1959 making his discovery 11 years before Lipowski's publication in 1970 (as referenced by the article). Festinger in my mind is the godfather of this theory. Anyone agree? http://en.wikipedia.org/wiki/Leon_Festinger http://en.wikipedia.org/wiki/Leon_Festinger