For the past ten years, Bill and Margaret have saved money to go to the Super Bowl should their team, the Chicago Bears, reach the finals of the NFC championship. This is the year, and several tour companies offer attractive, but very similar, packages to the game. Since all packages are pretty much the same, they have chosen one that fits their budget. Bill and Margaret are most likely exhibiting ________.

They have selected a bundle that meets their budget because all of the packages are essentially the same. Most likely, Bill and Margaret are engaging in dissonance-reducing purchasing behavior.

Exhibition Buying to Reduce Dissonance?

Dissonance-Reducing When a consumer makes a purchase, they are actively involved in the choice-making process and are unable to differentiate between the various options and brands available on the market that can satisfy their demands. According to the dictionary, dissonance is "a conflict of people's beliefs, deeds, or characters." In a similar manner, worry after purchases can be interpreted as buying that lessens dissonance. This usually happens when there aren't many differences between brands and the purchase requires a lot of work. This distinguishes it from complex purchasing situations when there are a variety of possibilities. Because of this, the consumer is unable to make an informed decision.

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