A feeling of post-purchase doubt or psychological tension that a consumer experiences after making a difficult purchase choice is called:
A) subliminal anxiety.
B) dissatisfaction.
C) cognitive dissonance.
D) negative reinforcement.

Question

Quizplus · Accepted Answer

Cognitive dissonance refers to the discomfort or tension that a consumer feels after making a difficult purchase choice, especially when the option chosen has both positive and negative attributes. This psychological discomfort arises because the consumer may feel that the alternative choice was equally good, if not better, and may regret their decision. This can lead to post-purchase behavior such as returning the product or seeking reassurance from others that they made the right decision.

A Feeling of Post-Purchase Doubt or Psychological Tension That a Consumer