Cognitive dissonance refers to
A. the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives.
B. feelings of guilt for purchasing a product or service that was not consistent with a consumer's moral or ethical beliefs.
C. feelings of discontent before a purchase has been made when the customer finds out that he or she paid more for the product than necessary.
D. feelings of discomfort associated with purchasing something purely for the sake of prestige.
E. feelings of discontent after a purchase has been made when the product fails to perform up to expectations.
Answer: A
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A) implicit request B) direct request C) formal request D) persuasive request E) goodwill message
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