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 |