Cognitive dissonance occurs when consumers second-guess their purchase decisions.

Question

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Cognitive dissonance is a psychological phenomenon in which consumers experience discomfort or tension when they are confronted with information that conflicts with their beliefs, values, or behaviors. This can happen when consumers second-guess their purchase decisions or when they encounter new information that challenges their original beliefs or perceptions.

Cognitive Dissonance Occurs When Consumers Second-Guess Their Purchase Decisions