Nick was happy with his newly purchased ultrabook computer. It had all the features he wanted, including wider screen, lightweight design, and a high-end graphics chip for playing games, and the $1200 price tag was reasonable. As he was taking the ultrabook out of the box, Nick noticed an advertisement in the local paper showing a similar ultrabook configuration for only $1100. Suddenly, Nick began to doubt his
Purchase decision - maybe he hadn't gotten such a good deal. He was experiencing:
A)cognitive dissonance.
B)selective discord.
C)product dissonance.
D)buyer's uncertainty.

Question

Quizplus · Accepted Answer

Nick's doubt and questioning of his purchase decision is an example of cognitive dissonance, which occurs when a person experiences conflicting thoughts or beliefs about a purchase decision. In this case, Nick is experiencing dissonance between the positive aspects of his purchase (e.g. features he wanted, reasonable price) and the new information he has learned (i.e. there is a similar product for a cheaper price).

Nick Was Happy with His Newly Purchased Ultrabook Computer