Cognitive dissonance is the psychological conflict from incongruous beliefs held at the same time that lead consumers to accentuate the benefits of the purchase made.

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Cognitive dissonance refers to the discomfort experienced when holding two or more conflicting cognitions (ideas, beliefs, values, emotional reactions). In the context of consumer behavior, after making a purchase, especially an expensive or significant one, individuals might feel unsure about their decision. To reduce this discomfort, they often focus on the positive aspects of the item they bought, thereby justifying their choice and alleviating the psychological conflict.

Cognitive Dissonance Is the Psychological Conflict from Incongruous Beliefs Held