Connie just purchased her first new car, and she's actually feeling a little bad about it. She's concerned about how much money she spent and how long she will be making car payments. She's not sure she made the right choice, either. She liked another car a little better, but ended up purchasing another model. Connie is experiencing _____.

The feeling of the buyer after the acquisition of the product can influence the repetition of sales and what he tells others about the product purchased.

A phenomenon that usually occurs after the purchase of the product or service is that of: cognitive dissonance.

Each of the alternatives that the consumer has considered has advantages and limitations, that is, when the purchase decision is finally made, the selected product has certain drawbacks while each of the rejected alternatives has some attractive characteristics.

The negative aspects of the article that is selected together with the positive qualities of the products that are rejected create cognitive dissonance in the consumer.

This cognitive dissonance may vary due to the behavior of the following variables:

- The nominal and real value (money) of the purchase .

- Rejection of similarity of selected and rejected articles.

- The relative importance of the decision.