After the dentist spent almost $600 to purchase the Apollo Whitening System to use with patients who want their teeth bleached, he learned that a more efficient system with fewer potential side effects was available for $400. From this information you know the dentist most likely experienced:
A. purchase satisfaction.
B. misinformation.
C. information overload.
D. a communication barrier.
E. purchase dissonance.
Answer: E
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