The feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives is referred to as

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Cognitive dissonance is the discomfort or psychological stress that arises when an individual holds two or more contradictory beliefs, values, or ideas at the same time. In the context of post-purchase behavior, cognitive dissonance occurs when a consumer must choose between two or more equally attractive alternatives and experiences tension or anxiety after making the decision. This can lead to post-purchase regret or a desire to reverse the decision.

The Feeling of Postpurchase Psychological Tension or Anxiety Consumers May