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B1 B1.A college student has just purchased a new Apple iPad. (a) Referring to Cognitive Dissonance Theory, what factors might cause the student to experience

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B1

B1.A college student has just purchased a new Apple iPad. (a) Referring to Cognitive Dissonance Theory, what factors might cause the student to experience post-purchase dissonance? How might the student try to overcome it? (10 marks) (b) Comment on TWO possible strategies that the retailer who sold the iPad can use to help reducing the student's post-purchase dissonance. (10 marks)

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