I believe the higher the price, the more chance of really feeling cognitive dissonance. Have you ever experienced this, and can you think of any companies that might be susceptible to this?
I also believe this is true because there is more reseach, risk, and more at stake when making these kind of purchases. With these purchases you expect a high amount of quality and anything less is highly unacceptable. Some good examples for me are UGG boots or coach bags. These items to me are boring brown winter boots and a boring cloth bag you could get at Target but because they are fashionable you often are curious to see if they are worth buying and having. I have not bought a coach bag but I did buy UGG Boots. After about five to seven years of their popularity I finally broke down and got some in a design and style I like with a nice print on them. They actually cost 150.00 which is cheaper than their original 260.00. The are warm, comfortable, and have the nice design that I spoke of but they don't feel worth it to me for that price in being just casual winter boots. I'm glad I have them but I don't feel as complete or satisfied as I should in the purchase at the price that I paid for them. I guess it is very easy to feel this cognative dissonance with an invested item when your expectation is at the utmost high. I would suggest always doing more reseach and being careful in your decision to purchase but there are also some factors you can't always plan for. Chad Brown makes the interesting point that the cognative dissonace with expensive items that I never thought of before.
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