When a customer feels regret after purchasing a product, she is experiencing ________.
A) affect
B) a heuristic
C) an operant reaction
D) cognitive dissonance
E) a conditioned response

Question

Quizplus · Accepted Answer

Cognitive dissonance is the discomfort or regret a customer feels after making a purchase, especially if it involves a significant decision or expense. It is the psychological phenomenon of having inconsistent thoughts, beliefs or attitudes and it is a common experience for customers after a purchase.

When a Customer Feels Regret After Purchasing a Product, She