dissonance

(noun)

A state of disagreement or conflict.

Related Terms

Examples of dissonance in the following topics:

  • Post-Purchase Behavior

    • An example of cognitive dissonance is when a customer might feel compelled to question whether he has made the right purchase decision.
    • Cognitive dissonance, another form of buyer's remorse, is common at this stage.
    • This approach could help influence or alleviate feelings of cognitive dissonance or "buyer's remorse" following a product purchase.

  • Motivation

    • Cognitive dissonance theory: Cognitive dissonance occurs when an individual experiences an inconsistency between their views of the world around them and their own personal feelings and actions.

  • Marketing Changes Due to Involvement

  • Customer Wants and Needs

    • The marketer may take specific steps to reduce post-purchase dissonance.