Question: What is cognitive dissonance and how brands can define clusters taking into account this consumer behavior? Explain it using an example and define how a

  1. What is cognitive dissonance and how brands can define clusters taking into account this consumer behavior? Explain it using an example and define how a company could use it to define the strategy per cluster.

  2. Explain how DIY is a successful phenomenon among consumers? Is it a win-win situation? Use an example of a company that is using this strategy successfully.

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