Question

Dissonance is a type ofA. positive reinforcement. B. a form of laziness commonly observed among high-income consumers. C. a type of cue. tension caused by uncertainty about the correctness of a decision. D. the ability to fulfill a need without conscious thought.

Answer 1

Tension caused by uncertainty about the correctness of a decision.

Step-by-step explanation:

In business/marketing, dissonance is when a consumer feels uncomfortable or uncertain about the correctness of a decision taken.

Its is a feeling of uncertainty about whether correct decision was made. This may lead acustomer to seek additional information to confirm the wisdom of the purchase.

It is also called buyer's remorse. It's been described as also a natural feeling of guilt when one buys something expensive.

The opposite of Dissonance is CONSONANCE. This is when the buyer makes a purchase and has strong feelings that the purchase aligns with his interests and beliefs.