_____ is a state of psychological tension or post-purchase doubt a consumer may experience after making a difficult purchase decision.
A)Post-purchase evaluation
B)Dissatisfaction
C)Cognitive dissonance
D)Conditioned anxiety
E)Affective response

Question

Quizplus · Accepted Answer

Cognitive dissonance is the state of psychological tension or post-purchase doubt a consumer may experience after making a difficult purchase decision. It occurs when a person holds inconsistent beliefs or values and experiences psychological discomfort or dissonance. In this case, the inconsistency is between the consumer's expectation of the product or service and the actual experience or outcome. The consumer may feel uneasy, anxious, or regretful about the purchase and may question their decision or justify it by seeking information that supports their choice. Marketers can reduce cognitive dissonance by providing post-purchase reassurance, positive feedback, and support to ensure customer satisfaction and loyalty.

_____ Is a State of Psychological Tension or Post-Purchase Doubt