Cognitive Dissonance

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Description

Cognitive Dissonance is any incompatibility or inconsistency between attitudes or between behavior and attitudes.

It portrays buyer discomfort caused by postpurchase conflict.

Concept Prerequisite

Wikipedia Reference

http://en.wikipedia.org/wiki/Cognitive Dissonance

Learning Material

Covered in Topic(s)

 
Consumer Markets and Consumer Buyer Behavior
Understanding Individual Behavior