Clearwater Hampers is a small British company that sells luxury food and drink in various combinations in picnic hampers. Food and wine are seen as classic, fail-safe gifts in a market where gift-giving is increasingly tricky. Corporate customers, both in the United Kingdom and abroad, are important to the business. The firm's products are also available in a number of retail establishments around the world. The leading salesperson for Clearwater Hampers is Peter Austin who has been with the company since it began operation in 1979. The firm's owners were originally trout farmers who needed a source of income during the winter months and who diversified into selling fine liquors, cheeses, chocolates, and other luxury food items. The company uses a variety of promotions to make prospects aware of the company's products. Clearwater Hampers spends money on advertising for all of the following reasons EXCEPT to:

A) increase overall sales.
B) inform prospects that a product is on the market.
C) develop leads for Austin and the rest of its sales force.
D) create cognitive dissonance about recent purchases.
E) educate customers about the company's picnic hampers.

Question

Kailaaya Marie · Accepted Answer

Final Answer : D, Explanation :  Creating cognitive dissonance about recent purchases is not a goal of advertising for a company like Clearwater Hampers. Cognitive dissonance refers to the feelings of discomfort that result from holding two conflicting beliefs. In the context of advertising, companies aim to build positive associations with their products, not make customers question their purchases.

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