According to the _____ theory, discomfort occurs when a consumer holds a conflicting thought about a belief or an attitude object.
A) attribution
B) cognitive dissonance
C) elaboration likelihood model
D) foot-in-the-door

Question

Quizplus · Accepted Answer

The cognitive dissonance theory suggests that discomfort arises when there is a conflict between two beliefs or attitudes. This theory proposes that individuals are motivated to reduce this discomfort by changing their beliefs or attitudes to align with each other, or by seeking out information that supports one of the beliefs while discrediting the other.

According to the _____ Theory, Discomfort Occurs When a Consumer