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.