A vital issue in post$-$purchase evaluation is cognitive dissonance$$the anxiety or $$buyer$$s remorse$$ that can linger after high$-$involvement purchasing decisions. Research has shown that some consumers are more likely to read ads for a product they have purchased than 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 take to reach consumers after the purchase?

$$ What advertising messages and imagery could be most effective in reinforcing the consumer$$s decision to purchase the watch?

$$ Creating an ad takes ingenuity, creativity, and a willingness to think outside the box. How could you help Breitling achieve without losing the essence of who they are?