________ is a discomfort caused by postpurchase conflict.
A) Selective retention
B) Cognitive dissonance
C) Selective attention
D) Restraint bias
E) Subliminal perception

Question

Quizplus · Accepted Answer

Cognitive dissonance refers to the discomfort or tension that arises when a person holds conflicting beliefs, attitudes or values. In the context of consumer behavior, it occurs when there is a post-purchase conflict between the expectations and the actual experience of the product or service. This can lead to doubts, regrets, and second-guessing, which causes discomfort in the consumer's mind.

________ Is a Discomfort Caused by Postpurchase Conflict