A feeling of postpurchase doubt or psychological tension that a consumer experiences after making a difficult purchase choice is called:
A) negative reinforcement
B) cognitive dissonance
C) subliminal anxiety
D) dissatisfaction

Question

Quizplus · Accepted Answer

Cognitive dissonance refers to the feeling of psychological tension or doubt that a consumer experiences after making a difficult purchase choice. This feeling arises because the consumer is not sure whether the decision made was the right one, and therefore experiences a sense of discomfort or inconsistency between the choice and their own beliefs or values.

A Feeling of Postpurchase Doubt or Psychological Tension That a Consumer