Miller just purchased a new Allez A1 Specialized bicycle for $1,000.Miller realizes that the Allez A1 costs more than most bikes,and even at that price doesn't come with a set of pedals.Even though other brands of bicycle cost much less than the Allez A1,Miller feels that the Allez A1 is more comfortable and has greater durability than most road bikes.As Miller wonders if he made the right purchase decision,he is experiencing:
A) attribute remorse
B) cognitive dissonance
C) evaluation distortion
D) consumer cognition
E) perceptual disharmony

Question

Quizplus · Accepted Answer

Miller is experiencing cognitive dissonance, which is the psychological discomfort experienced by an individual who holds two or more inconsistent cognitions (e.g. "I spent a lot of money on this bike" and "some cheaper bikes come with pedals"). In this case, Miller is questioning whether or not he made the right decision to purchase the more expensive Allez A1, even though he believes it has greater comfort and durability.

Miller Just Purchased a New Allez A1 Specialized Bicycle for $1,000.Miller