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Bill thought he had received the best deal on his new car. Shortly after the purchase, Bill started to notice certain disadvantages of his new car as he learned more about other cars available. Bill is experiencing ________.a.Postpurchase cultureb.Cognitive dissonancec.Information evaluationd.Selective perceptione.Purchase decision

Question

Bill thought he had received the best deal on his new car. Shortly after the purchase, Bill started to notice certain disadvantages of his new car as he learned more about other cars available. Bill is experiencing ________.a.Postpurchase cultureb.Cognitive dissonancec.Information evaluationd.Selective perceptione.Purchase decision

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Solution

Bill is experiencing b. Cognitive dissonance. This term refers to the feeling of discomfort that results from holding two conflicting beliefs. In this case, Bill's belief that he had received the best deal on his new car is conflicting with his new knowledge about other cars available.

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