As a home builder, you frequently hear from buyers who have completed a purchase from your company but are experiencing cognitive dissonance. When you interview prospective sales agents, you warn them about this phenomenon. Cognitive dissonance is especially likely in the home market, you say, because:
A) Homes are expensive purchases.
B) Home purchases have major effects on the buyers.
C) Home buyers see ads from rival builders touting features that your homes do not provide.
D) Home buyers have unique evaluative criteria.

Question

​As a home builder, you frequently hear from buyers who have completed a purchase from your company but are experiencing cognitive dissonance. When you interview prospective sales agents, you warn them about this phenomenon. Cognitive dissonance is especially likely in the home market, you say, because:
A) ​Homes are expensive purchases.
B) ​Home purchases have major effects on the buyers.
C) ​Home buyers see ads from rival builders touting features that your homes do not provide.
D) ​Home buyers have unique evaluative criteria.

Quizplus · Accepted Answer

Cognitive dissonance is likely because homes are expensive (A), have significant impacts on buyers' lives (B), and buyers may encounter competing ads highlighting features they didn't choose (C), leading to second-guessing their decision.

​As a Home Builder, You Frequently Hear from Buyers Who

As a Home Builder, You Frequently Hear from Buyers Who