We argue inoculation messages provide a less expensive and a more potent, intrinsically motivating approach to contest post-purchase dissonance and dissatisfaction.

Bobi Ivanov, Kimberly Parker, & Josh Compton

We apply a classic theory, inoculation, to a domain in need of more theory-based approaches: advertising. Specifically, we focus on consumer attitudes during the final stage of a purchase decision-making process. The greatest challenge in securing customer satisfaction and retention occurs after individuals chose among close alternatives. We highlight the strengths and weaknesses of traditional post-decision marketing strategies— supportive messages and extrinsic motivation—and then propose an alternative preemptive approach: inoculation. We argue that inoculation is better suited to combat postpurchase dissonance and is more likely to create post-purchase satisfaction and reinforce product repurchase through its effects on consumer attitudes.

Ivanov, B., Parker, K., & Compton, J. (2011). The potential of inoculation in reducing post-purchase dissonance: Reinforcement of purchase behavior. Central Business Review, 30(1-2), 10-16.