Discussion $1$: I believe cognitive dissonance is a negative thing from the advertiser$$s point of view. Cognitive dissonance is an overall negative feeling that may overwhelm a consumer post purchase. The feeling of $$anxiety or regret$$ post purchase is defined as cognitive dissonance $($O$$Guinn $2019).$ This feeling from a consumer makes the job of the advertiser more difficult to close the sale or create loyal consumers. Advertisers should take advantage of a consumer's cognitive dissonance to create a trusted relationship and satisfied customers. This will create good reviews and reputation for the brand. Advertisers can take advantage of the cognitive dissonance their consumers are feeling by reassurance and post purchase following up$.$ The goal of reassurance is to assure the consumer that they inquired, bought, or joined for the right reason. Uniquely advertising to a consumer can aid in proper reassurance. Post purchase follow up is vital in the retention rate of the consumers. Sending messages or mail thanking the consumers or providing easy contact for support helps the company as well as again reassuring the consumer. Discussion $2$: Cognitive dissonance, the mental discomfort experienced when holding conflicting beliefs or attitudes, is a natural phenomenon in the context of advertising. While it can lead to buyer's remorse and negatively impact brand loyalty, it also presents a unique opportunity for advertisers. High involvement decisions demand extensive evaluation, whereas low involvement and experience streamline decision$-$making. Advertisers can turn dissonance into an advantage by engaging consumers, reinforcing positive purchase decisions, and offering complementary products to alleviate discomfort. Advertisers can alleviate cognitive dissonance in the form of buyer$$s remorse by reassuring customers and providing information or features that enhance customer satisfaction $($O$\text{'}$Guinn et al$.,2019$ pg$.109).$ This not only mitigates the negative effects of dissonance but also enhances consumer satisfaction and brand loyalty. By strategically addressing cognitive dissonance, advertisers can foster a stronger relationship with their audience, turning a potential challenge into a tool for building brand commitment and positive word$-$of$-$mouth. Overall, cognitive dissonance isn't just an obstacle for advertisers to overcome; it's an opportunity for brands to deepen consumer engagement and loyalty through thoughtful communication and product offerings. Reply to both discussion posts