Billy Longstreet had just bought a new car and was a bit uncertain about whether or not he had done the right thing in buying it. Two days after he purchased it, he decided to take it back to the dealer so that the dealer could install some additional optional equipment. When Billy went to the dealership to pick up the car after the installation, the salesman who sold Billy the car said, "You know, in the last two hours three different customers told me how much they liked the looks of your new car. One of them even wanted to know if it was for sale!" This attempt by the salesman to confirm the wisdom of Billy's purchase decision seems to be aimed at reducing:
A) post-purchase regret.
B) reference group influence.
C) adoption jitters.
D) stimulus-response reaction.
E) dissonance.

Question

Quizplus · Accepted Answer

The salesman's attempt to reassure Billy by telling him about the interest other customers have shown in his car is aimed at reducing dissonance, which is the discomfort a buyer often feels after making a decision, wondering if they made the right choice.

Billy Longstreet Had Just Bought a New Car and Was