Offering a 60-day money back guarantee as a sales promotion is one way to deal with post-purchase behavior known as
(A) delay
(B) satisfaction dissonance
(C) loyalty dissonance
(D) cognitive dissonance
(E) bounce back
Answer: Cognitive dissonance, in some circumstances referred to as buyer's remorse, is post-purchase behavior in which a purchaser has second thoughts about the wisdom of the purchase, so choice D is correct.