A key issue in post-purchase evaluation is cognitive dissonancethe anxiety or buyers remorse that can linger after high involvement purchasing decisions. Research has shown that some consumers are more likely to read ads for a product they already have purchased than ads for competing brands. With this in mind, imagine that you have been hired by the luxury watchmaker Breitling to design an ad campaign specifically intended to ease potential cognitive dissonance. What steps could the company make to reach out to consumers after the purchase? What advertising messages and imagery could be most effective in reinforcing the consumers decision to purchase the watch?