The focus of this paper is to discuss potential ways for businesses to help reduce consumers levels of post- purchase cognitive dissonance through implementation of e-CRM elements and effective website design. Using an experimental design it was shown that cognitive dissonance levels can in-fact be reduced through the use of websites that utilize 7 C elements in their creation. Those in the high dissonance experimental condition, after seeing the website, ended up with dissonance levels equally low to those in the low dissonance experimental condition. This speaks to the great importance e-CRM elements can have in the reduction of dissonance and thus the positive impact it can have on customer satisfaction. The conclusion and implications focus on how businesses can strategically implement these e-CRM elements into their website designs, thus potentially decreasing/alleviating post-purchase dissonance and its negative effect on CLV. The authors caution that this website design strategy should not be used alone, but in tandem with other more commonly used dissonance redressal systems
