Excerpt from Term Paper:

...... During the purchase, when the customer has made the decision to buy, the seller can further reduce post-purchase dissonance by speaking well of the choice and highlighting the positive features of the vehicle. Performance, features and pricing could for example be highlighted. While the customer is reassured of the quality of the product, he or she will be less dissonant when taking the car home. He or she will focus on the good qualities of the vehicle and hence a greater sense of satisfaction will result
Interaction is a vital process of the purchase process. The car salesperson particularly should never hurry or automate a customer through a purchase. As David Barrow (2006) suggests, such a strategy might sell more cars more quickly, but ultimately the merchant will lose business because of post-purchase dissonance. Instead, the car salesperson should interact with the customer in such a way that the latter feels valued. This is done by letting the customer take enough time to make careful decisions regarding the purchase, and also by highlighting both the pros and cons of each possibility until the customer has narrowed the choices down to the car he or she wants to buy. Making

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