DECADECA Travel and Tourism Practice Exam

Which psychological phenomenon involves discomfort caused by post-purchase conflict?

1. Buyer’s remorse

2. Cognitive dissonance

3. Regret theory

4. Post-purchase evaluation

The correct answer is: Cognitive dissonance

The correct answer identifies cognitive dissonance as the psychological phenomenon that relates to discomfort resulting from post-purchase conflict. Cognitive dissonance refers to the mental discomfort or tension that arises when a person holds two contradictory beliefs, values, or attitudes, particularly in the context of decision-making. After making a purchase, a consumer may experience dissonance if they question their choice or if the reality of the product does not align with their expectations or values. This phenomenon often manifests as buyer’s remorse, where individuals regret their decision or feel uneasy about the expenditure. While buyer’s remorse is related, cognitive dissonance encompasses a broader spectrum of mental discomfort stemming from conflicting thoughts and emotions about the purchase. It emphasizes the internal struggle between the desire for a product and doubts about its value or appropriateness. Additionally, regret theory focuses on the emotional response of regretting a decision after it has been made, but it does not solely capture the mental conflict inherent in cognitive dissonance. Lastly, post-purchase evaluation reflects the assessment a consumer makes after acquiring a product but does not specifically address the discomfort linked to conflicting thoughts. Understanding cognitive dissonance helps individuals and marketers recognize the importance of addressing such discomfort to improve customer satisfaction and loyalty.