CAR MINI CASE: Carl is looking to buy a new car because he needs more space for driving his kids to and from their after-school activities and for transporting all their gear. His wife has suggested that the family buy a station wagon, but Carl has a negative attitude toward station wagons because he feels that they are "Mom-mobiles" that consign their drivers to a life of car pools and PTA meetings. He then sees an ad for Subaru with a beautiful outdoor setting and attractive young people using a Subaru station wagon. The voice-over discusses the physical attributes of the car and the demographics of its owners. After seeing a Subaru ad portraying its station wagon as a trendy automotive option for exciting young people looking for more cargo room than a sedan and better fuel-efficiency than an SUV, Carl finds himself to be much more enthusiastic about his wife's station wagon suggestion. He purchases a Subaru, but later begins thinking that he probably should have purchased a Volvo for its reputation of greater safety.
-In the CAR MINI CASE, Carl's reconsideration of brand choice after he buys a Subaru constitutes ________.
A) buying intention
B) niche marketing
C) indirect experience
D) defensive attribution
E) post-purchase dissonance

Question

Quizplus · Accepted Answer

Carl's reconsideration of his brand choice after purchasing a Subaru, reflecting on whether he should have chosen a Volvo for its safety reputation, is an example of post-purchase dissonance. This is a common phenomenon where consumers question their purchase decisions after making them, often due to conflicting information or emerging doubts about whether they made the best choice.

CAR MINI CASE: Carl Is Looking to Buy a New