A study revealed the act of purchasing an important product or service leads to apprehension before and after the act or purchase. This can best be investigated by…

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Cognitive dissonance theory explains the discomfort and psychological tension that people experience when their attitudes or beliefs are incompatible with their behavior. This theory can be applied to the feeling of apprehension before and after a significant purchase, as individuals may experience cognitive dissonance due to the high cost or importance of the purchase, leading to doubts or second-guessing.

A Study Revealed the Act of Purchasing an Important Product