Enrique has just purchased a new 4K TV, the best and latest technology available for viewing. A few days later he reads a report saying that a better technology for television is due on the market in six months at half the price.
He thinks this is hogwash, and stops reading the report halfway through. This is an example of:
A) perceptual defence.
B) postpurchase dissatisfaction.
C) customer sensitivity.
D) consumer advocacy.
Answer: A