Michael went through a very detailed search process to determine and buy the best computer for both his gaming and schoolwork. Instead of being happy with his new computer, he is wondering if he made the right choice, if he examined enough alternatives and whether he should have purchased a different brand. His friends who were majoring in marketing let him vent, but didn't take his concerns seriously as they knew he was suffering from a natural phenomenon known as:
A) anxiety attacks.
B) cognitive dissonance.
C) post purchase depression.
D) innate dissatisfaction.

Question

Quizplus · Accepted Answer

Cognitive dissonance occurs because customers want justification that they made a good choice, especially for purchases that are considered higher risk and more difficult to evaluate.

Michael Went Through a Very Detailed Search Process to Determine