At which stage of the consumer decision-making process is cognitive dissonance most likely to occur?
A) Search
B) Evaluation
C) Purchase decision and purchase act
D) Postpurchase evaluation

Question

Quizplus · Accepted Answer

Cognitive dissonance often occurs during the postpurchase evaluation stage, where consumers may experience doubts or concerns about whether they made the right decision.

At Which Stage of the Consumer Decision-Making Process Is Cognitive