Post-decision dissonance can influence consumer behavior because it:
A) creates discomfort that the consumer would like to reduce.
B) increases the ability of the consumer to process information.
C) increases the recall ability of the consumer for product attributes.
D) attracts customers who are habitual buyers of other brands.
E) decreases motivation to process information about other brands.

Question

Quizplus · Accepted Answer

Post-decision dissonance creates discomfort or tension in the consumer's mind, and the consumer is motivated to reduce this discomfort by justifying their decision. It is this discomfort that can influence consumer behavior, leading them to engage in behaviors that help them reduce this discomfort such as seeking information to justify their decision or avoiding information that contradicts their decision.

Post-Decision Dissonance Can Influence Consumer Behavior Because It