After purchasing a product, postpurchase evaluation may result in cognitive dissonance. Cognitive dissonance is
A) the congruence between external and internal searches for product information.
B) a function of the manner in which the manufacturer of the product describes its attributes.
C) dissatisfaction with the purchase.
D) the establishment of criteria for comparing products.
E) doubts that occur because the buyer questions whether the decision to purchase the product was right.

Question

Quizplus · Accepted Answer

Cognitive dissonance is the discomfort or doubts that occur when a buyer questions whether the decision to purchase a product was right. It is caused by the discrepancy between the buyer's beliefs or attitudes and their behavior (in this case, the decision to purchase). The other options are not related to the concept of cognitive dissonance.

After Purchasing a Product, Postpurchase Evaluation May Result in Cognitive