Matthew recently purchased a new laptop for $1,500. He subsequently saw an advertisement for what appeared to be a similar model being sold for only $1,350. In order to resolve his ________, Matt decided that the cheaper model must not have as many attractive features as the model he purchased.
A) indirect experience
B) attitude formation
C) subjective norm
D) post-purchase dissonance
E) situational influence

Question

Quizplus · Accepted Answer

Matthew is experiencing post-purchase dissonance, which is the feeling of discomfort or regret after making a purchase, especially when confronted with potentially better alternatives. To reduce this dissonance, he justifies his purchase by assuming the cheaper model is inferior.

Matthew Recently Purchased a New Laptop for $1,500