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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