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 feeling of discomfort or anxiety that arises from a person's belief or attitude being inconsistent with their behavior. In the context of consumer behavior, cognitive dissonance may occur when a consumer is faced with two or more attractive alternatives and must choose between them. The discomfort and tension that result from this decision can lead to cognitive dissonance, which can be relieved by justifying the choice or minimizing the importance of the decision.

Feeling of Postpurchase Psychological Tension or Anxiety Consumers May Experience