Cognitive dissonance refers to
A)feelings of guilt for purchasing a product or service that was not consistent with a consumer's moral or ethical beliefs.
B)feelings of discomfort associated with purchasing something purely for the sake of prestige.
C)the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives.
D)feelings of discontent after a purchase has been made when the product fails to perform up to expectations.
E)feelings of discontent after a purchase has been made when the customer finds out that he or she paid more than necessary.

Question

Quizplus · Accepted Answer

Cognitive dissonance involves the psychological tension or anxiety that consumers feel after making a purchase decision when faced with two or more highly attractive alternatives. It refers to the conflict and discomfort that arise from a mismatch between a consumer's beliefs or values and their behavior or actions. For example, someone who values health may experience cognitive dissonance when they purchase a high-calorie dessert, as they feel conflicted between their desire for pleasure and their commitment to healthy eating.

Cognitive Dissonance Refers to