Discuss the importance of the theory of cognitive dissonance to a firm in regards to sales revenue.

Many firms do not recognize the need for talking to present customers after their purchases, especially if they do not hear from them. If it is a fairly significant purchase, customers may still be unsure if what they did was the right thing. Many need reassurance, especially in the face of conflicting competitive information they may encounter. This reassurance may help save a significant amount of consumers needing to justify their decision. Further, easing a consumer's post-purchase anxiety will increase the likelihood that they will become loyal to a company, which can lead to future sales. It will also help in facilitating positive word of mouth, which can result in new customers through referrals.