The Use of Post-Purchase Communication to Reduce Dissonance and Improve Direct Marketing Effectiveness

@article{Milliman1990TheUO,
  title={The Use of Post-Purchase Communication to Reduce Dissonance and Improve Direct Marketing Effectiveness},
  author={Ronald E. Milliman and Phillip Jay Decker},
  journal={Journal of Business Communication},
  year={1990},
  volume={27},
  pages={159 - 170}
}
T business communication literature has, in the last few years, substantially neglected the role of communication in direct sales and mass marketing. This is very surprising since business communication has roots in direct mail advertising. Mail solicitation was in its infancy in 1900 when Sherwin Cody helped to nurture it (see Daniel, 1982). Cody, an early pioneer in the field, influenced many in the area to think about psychological elements in direct mail marketing and business communication… 

The post-purchase communication strategies for supporting online impulse buying

The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty: The mediating role of trust and cognitive dissonance

Purpose – The purpose of this paper is to study how relationship marketing can reduce cognitive dissonance in post-purchase stage and, thereby, increase customer satisfaction and encourage loyalty

An Experiment Designed to Maximize the Profitability of Customer Directed Post-Transaction Communications

This study investigated post-transaction communications to improve direct marketing effectiveness. It presents a survey of relevant literature along with an empirical field study. The research design

Online Reviews and Pre-Purchase Cognitive Dissonance: A Theoretical Framework and Research Propositions

Online review systems have been widely used by online consumers to facilitate purchase decisions. Existing research has demonstrated the impact of online reviews on e-commerce outcomes such as

The impact of in-store marketing stimuli on impulse buying behavior and post-purchase evaluation: a study of self-selected mass color cosmetics in Bangkok

Impulse buying plays an essential role in consumer buying behavior as nearly ninety percent of consumers at least occasionally engage in impulse buying. Moreover, it accounts for a massive volume of

Impact of Social Support Resources on Post- Purchase Dissonance: Evidence from Jordan

This article aims to address the paucity of research into the impact of social support resources – family, friends and significant others – on post-purchase emotional and cognitive dissonance amongst

COGNITIVE DISSONANCE: A REVIEW OF CAUSES AND MARKETING IMPLICATIONS

INTRODUCTION:Cognitive Dissonance is a psychological discomfort that occurs when a discrepancy exists between what a person believes and the information that contradicts that belief. Festinger (1957)

Modeling consumer switching behavior in social network games by exploring consumer cognitive dissonance and change experience

The study found that alternative attractiveness negatively affects both the perceived service quality and individual users’ satisfaction with their current SNG.

References

SHOWING 1-10 OF 17 REFERENCES

Direction, Function, and Signature in Electronic Mail

The present study performed a content analysis on 157 electronic mail files received over the course of several months by a middle level manager in a computer services depart ment of a large organization to describe the communication functions and paralanguage found in electronic mail in one organization.

The Theoretical Bases of Persuasion: A Critical Introduction

Most business communication textbooks limit their treatments of persuasion to the classical rhetorical model, motive-goal theories, and psychological organizational structures. Suggesting the need to

Successful Direct Marketing Methods

Section One: Direct Marketing Essentials Chapter 1: The Scope of Direct MarketingEconomic Impact of Direct MarketingDirect Marketing DefinedThe Basics of Direct MarketingOne-to-One and Customer

Sherwin Cody: Business Communication Pioneer

Although now remembered only for his famous advertisement, Sherwin Cody was one of the founders of modern business communication. After stumbling into the field by accident in 1903, he went on to

Post-transaction Communications and Dissonance Reduction

Are certain post-transaction communications from a retailer to recent purchasers effective in assisting consumers in reducing cognitive dissonance? This question is evaluated. Also discussed are the

A Theory of Cognitive Dissonance

Cognitive dissonance theory links actions and attitudes. It holds that dissonance is experienced whenever one cognition that a person holds follows from the opposite of at least one other cognition

The Dartnell direct mail and mail order handbook

Post-transaction communications and dissonance

  • 1970

An analysis of the effectiveness of two alternative postpurchase communications message strategies on dissonance reduction. Unpublished doctoral dissertation, University of Arkansas

  • 1971