When consumers encounter prices that are in line with their expectations and feel harmonious, they engage in dissonance reduction.

Question

Quizplus · Accepted Answer

When consumers encounter prices that are in line with their expectations and feel harmonious, they experience cognitive consonance, not dissonance reduction. Dissonance reduction occurs when there is a conflict between beliefs or between expectations and reality, prompting a need to alleviate the inconsistency.

When Consumers Encounter Prices That Are in Line with Their