Cognitive dissonance occurs when a consumer refuses to recognize problems or issues that arise from the purchase of a good or service.

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Cognitive dissonance occurs when a consumer experiences discomfort or tension after making a purchase, as their beliefs or attitudes do not align with their actions. This can lead them to rationalize or justify their purchase to alleviate the discomfort. It does not involve refusing to recognize problems or issues that arise from the purchase.

Cognitive Dissonance Occurs When a Consumer Refuses to Recognize Problems