The concept of cognitive dissonance is more commonly referred to as

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Cognitive dissonance refers to the uncomfortable feeling a person experiences when they hold two conflicting beliefs or values. In the context of marketing, this can result in buyer's remorse where a customer regrets their purchase due to the conflict between the desire for the product and the discomfort caused by spending money on it. This is not the same as brand loyalty, customer satisfaction or false advertising which are separate concepts.

The Concept of Cognitive Dissonance Is More Commonly Referred to as