When a consumer experiences cognitive dissonance, this means
A. without confirmation, the adopter may buy something else next time he makes a purchase
B. the consumer's doubts may lead to tension
C. the customer is experiencing uncertainty about the correctness of his purchase decision
D. the consumer may seek additional information to confirm his purchase decision
E. All of the above may happen
Answer: (E) Without confirmation the adopter may buy something else the next time he makes a purchase (A). Additionally, he may not comment positively about the product to others. Doubts about a purchase lead to tension, which causes cognitive dissonance. This answer is not the best choice, although it is accurate. (B) is also an incorrect choice, although the information is true. Tension is caused by purchase doubts. (C) is incorrect, again when, as with the other choices, considered in light of choice (E). When a customer experiences uncertainty about a purchase, this is known as cognitive dissonance. The consumer may seek additional information about the product in order to confirm that the purchase was the correct decision (D); the statement is true, but, even so, does not by itself constitute the best answer.