Scenario 11-3. Mark is considering purchasing a new pickup truck. The model that he is looking at features an all new diesel engine, state of the art design, and beautiful upholstery. The electronics package and options have all been updated to the point where there are not many more items that Mark could have installed on his new truck. He likes everything about the truck except the price tag. The price could be lowered if Mark would remove some of the options, but he must have them all to maintain his image.
-In Scenario 11-3, the remorse that Mark is likely to feel after purchasing his new truck is known as ______.

Question

Quizplus · Accepted Answer

Cognitive dissonance refers to the discomfort experienced by an individual who holds conflicting beliefs, values, or attitudes, especially following a decision-making process. In this scenario, Mark may experience cognitive dissonance after purchasing the truck due to the conflict between his desire for the truck with all its options and his concern about the high price.