Steve Walker was happy with his newly purchased laptop.It had all the features he wanted, including wireless capability and DVD, and the $1200 price tag was reasonable.As he was taking the computer out of the box, Walker noticed an advertisement in the local paper showing a similar computer system for only $1100.Suddenly, Walker began to doubt his purchase decision-maybe he hadn't gotten such a good deal.Walker was most likely experiencing
A)buyer's uncertainty.
B)cognitive dissonance.
C)selective discord.
D)product dissonance.
E)product discord.

Question

Quizplus · Accepted Answer

Walker is experiencing cognitive dissonance, which is the discomfort or anxiety that arises when a person's beliefs, attitudes, or values are inconsistent with their behavior or when they have to make a difficult decision. In this case, Walker is questioning whether he made the right decision by purchasing the laptop for $1200 when he sees a similar one for $1100. This is a common example of cognitive dissonance in consumer behavior.

Steve Walker Was Happy with His Newly Purchased Laptop