According to ________, discomfort occurs when a consumer holds conflicting thoughts about a belief or an attitude object.
A) attitude-change strategies
B) cognitive dissonance theory
C) attribution theory
D) self-perception theory
E) attitude research

Question

Quizplus · Accepted Answer

Cognitive dissonance theory posits that discomfort arises when an individual holds contradictory beliefs, ideas, or values, particularly in the context of decision-making.

According to ________, Discomfort Occurs When a Consumer Holds Conflicting