There is a negative cognitive response when purchasing a large- ticket item such as a house, car, washing machine, or furniture sets. If the weeks immediately after the purchase, the many customers may start to doubt their purchase. One reason is that it sinks in that they just spent a lot of money, this may create some cognitive dissonance as they start to think they perhaps would rather have the money than the item. Also, a certain amount of cognitive dissonance occurs when, over the next few months, people see competitors’ cars, washing machines, etc.. at lower prices or better features.

A good marketing move is to follow up by making contact and perhaps offering free stuff about a month after purchase (gift certificates to local restaurants, etc) – this lowers the amount of uneasiness. This will increase the likelihood of future large-ticket purchases, and gives the buyer a better feeling about the purchase decision when discussing with others. A good follow up can be worth it for the business. Don’t think your job is done after the sale is completed, in my opinion.