Question

Lester, a hardware engineer, sells his old hatchback to buy a luxury sedan. As he starts driving the new car, he realizes that it is more difficult to maneuver the sedan than his old hatchback. He also realizes that maintaining the sedan is expensive. Lester is rather uncomfortable with the purchase decision he made. In the context of consumer behavior, which of the following concepts does this scenario best illustrate?
A) Limited relationship
B) Cognitive dissonance
C) Marketing mix
D) Psychographic segmentation

Answer 1

Answer: Cognitive dissonance

Explanation:

Cognitive dissonance is when an individual starts having inconsistent attitudes, thoughts, or beliefs which are related to attitude change and behavioural decisions.

Since Lester is rather uncomfortable with the purchase decision he made. In the context of consumer behavior, this implies cognitive dissonance.