When a customer feels uneasy about losing out on the benefits of a brand not purchased, she is likely to experience ________.
A) selective retention
B) selective attention
C) selective distortion
D) cognitive dissonance
E) consumer ethnocentrism

Question

Quizplus · Accepted Answer

The customer feeling uneasy about losing out on the benefits of a brand not purchased is an example of cognitive dissonance, which is the feeling of discomfort or mental unease triggered by a discrepancy between a person's beliefs and behaviors or between two beliefs. In this case, the customer might feel conflicted about not choosing the other brand and worry that it might have been a better choice.

When a Customer Feels Uneasy About Losing Out on the Benefits