Examine the post-purchase dissonance of consumers

• From the e-Activity, examine which consumer market segments tend to purchase online versus in a mega retail store such as Bass Pro Shops. Determine if there are common themes among market segments that influence outlet selection around which retailers can build strategies.

• Examine the post-purchase dissonance of consumers and its effect on brand loyalty. Propose two marketing strategies that companies may use to evaluate the level of post- purchase dissonance among brand-loyal consumers.

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