When a customer feels uneasy about losing out on the benefits of a brand she chose not to purchase,she is experiencing ________.
A) selective retention
B) selective attention
C) selective distortion
D) cognitive dissonance
E) dissonance-reducing behavior

Question

Quizplus · Accepted Answer

Cognitive dissonance refers to the discomfort or uneasiness a customer experiences after making a purchase decision. It occurs when a customer has to choose between two options and ultimately chooses one, but feels uncertain or doubtful about whether they made the right decision. In this case, the customer feels uneasy about missing out on the benefits of a brand she chose not to purchase, which is a common example of cognitive dissonance.

When a Customer Feels Uneasy About Losing Out on the Benefits