Coginitive dissonance occurs in which stage of the buyer decision process model ?
Correct answer: D. Postpurchase behaviour
- A. Need recognition
- B. Information search
- C. Evaluation of alternative
- D. Postpurchase behaviour
Explanation
Cognitive dissonance is the doubt or discomfort a buyer may feel after making a purchase, especially when considering rejected alternatives. It therefore belongs to the postpurchase behaviour stage.
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Individual consumers, firms and markets are examined through demand and supply, elasticity, consumer choice, production, costs, revenue and the determination of prices and output. The topic also covers market structures such as perfect competition, monopoly and oligopoly, plus market failure, externalities and the distinction between microeconomic decisions and economy-wide outcomes.
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