What is "cognitive dissonance"?
A)When customers experience some post-purchase concerns
B)When customers experience information overload prior to purchase
C)When customers feel that the risk of purchase is too great
D)When customers receive conflicting information about a product/service from a variety of sources

Question

Quizplus · Accepted Answer

Cognitive dissonance refers to the mental discomfort or stress experienced by an individual who holds two or more contradictory beliefs, values, or ideas. In the context of consumer behavior, it often occurs after a purchase when a customer has doubts or concerns about whether they made the right decision.

What Is "Cognitive Dissonance