Final answer:
Cognitive dissonance refers to the feeling of psychological tension or doubt after making a difficult purchase choice. It occurs when a consumer's beliefs or attitudes are inconsistent with their actions or thoughts.
Step-by-step explanation:
The feeling of psychological tension or post-purchase doubt after making a difficult purchase choice is referred to as cognitive dissonance. It occurs when a consumer's beliefs or attitudes are inconsistent with their actions or when they have conflicting thoughts and opinions about a purchase decision. For example, if a person believes that smoking is bad for their health but continues to smoke, they experience cognitive dissonance. To resolve cognitive dissonance, individuals may either change their beliefs, justify their actions, or seek additional information to support their decision.