Consumers sometimes experience feelings of uncertainty after a major purchase. This postpurchase anxiety results from an imbalance among the person's knowledge, beliefs, or attitudes. For example, you may have had these feelings when you first went away to college. Was this the best school for me? Is this where I belong? This postpurchase anxiety is known as:
A) cognitive dissonance.
B) buyer discord.
C) purchase rejection.
D) consumer satisfaction.

Question

Quizplus · Accepted Answer

Cognitive dissonance refers to the feelings of discomfort or anxiety that arise from a discrepancy between a person's beliefs, attitudes, and behaviors, such as the uncertainty or regret one might feel after making a significant purchase.

Consumers Sometimes Experience Feelings of Uncertainty After a Major Purchase