When a buyer receives information that is inconsistent with her or his beliefs, the buyer may distort the information to bring it more in line with those beliefs.

Question

Quizplus · Accepted Answer

This phenomenon is known as cognitive dissonance and is a common human tendency to maintain consistency between beliefs and actions. When faced with contradictory information, people often seek to minimize the discomfort of cognitive dissonance by either rejecting the new information or altering their beliefs to accommodate it.

When a Buyer Receives Information That Is Inconsistent with Her