• Your manager, Michael Groza, has asked you to come up with after-sale company polices reinforcing Best Fitness' reputation for consumer satisfaction. In an email to Michael Groza, address the following: 
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• Define cognitive dissonance in relation to consumer behavior. Explain why consumers purchasing the new line of water sport equipment might experience cognitive dissonance. Provide company policies reducing cognitive dissonance. Explain how each policy increases customer satisfaction, increases loyalty, and builds long-term relationships between the firm and its customers.