In Repsonse to Sam Chipkin's Post

Do you think that Ferrari has alternative reasons for going green? Does Ferrari's new outlook change your perspective of them as a company?

I believe they might be loosing ground from the other top of the line car manufactures, because most of them are now producing a so cold "green" line. So if they aren't able to make a "green car" they might as well produce their cars in one the the most earth friendly car manufacturing plant. I know most people are familiar with the damage vehicles do to our environment, but many people are unaware of the waste of energy these huge mega plants are. To be able to have a trigeneration plant for electricity, hot, and cold water, will save Ferrari in the long run millions of dollars. Using the photovoltaic as power will limit also the use of electricity. Overall I don't think this changes my perspective of Ferrari, but I do believe it is a good thing for our environment, I could ultimately help them in sales. Seeing a green Ferrari would be a different feeling for sure.

Cognitive Dissonance

When reading chapter 8, I came across the word "Cognitive Dissonance". By definition it is simply defined as a buyer's doubts shortly after a purchase about whether the decision was the right one. I never knew their was a term for this kind of feeling but I can say I have been a victim of having cognitive dissonance after a purchase. Just over Christmas break I received a $50 visa gift card. A few nights after I got it, I went the only open restaurant we could find and ended up spending $28. On the way home I was definitely second guessing, because I had just spend more the half of the card just because I needed to satisfy my hunger. Now knowing about cognitive dissonance, I started to wonder if companies know if their products or service are susceptible to cognitive dissonance. I believe the higher the price, the more chance of really feeling cognitive dissonance. Have you ever experienced this, and can you think of any companies that might be susceptible to this?