Cognitive dissonance is experienced in the information search phase of the buyer decision process when the prospective purchase receives conflicting information about the benefits of different brands.

Question

Quizplus · Accepted Answer

Cognitive dissonance is typically experienced after a purchase has been made, during the post-purchase evaluation phase, when the buyer may have doubts or regrets about the decision.

Cognitive Dissonance Is Experienced in the Information Search Phase of the Buyer