Post-purchase cognitive dissonance presents a new challenge for marketers since consumer durable brands rely heavily on repeat customers for their revenue. In fact, even for one-time purchase items like car or laptop, brands depend on customers’ positive experience and word of mouth to get more customers and therefore more revenues for them. The present research adds to the existing body of research on consumer behaviour. We investigated the direct and indirect effects (mediated via the one’s impulsive buying tendency) of demographics, e.g., gender, age, educational qualification, and family income on participants’ experience of cognitive dissonance. It was found that all four demographics that were recorded, e.g., age, gender, educational qualification, and participants’ family income, have a significant effect on their experience of post-purchase dissonance. However, gender was found to have no direct impact while age did not have an indirect impact on their cognitive dissonance experience.