At which stage of the consumer decision making process is cognitive dissonance most likely to occur quizlet?

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During the final stage of the consumer buying decision process, a person might experience cognitive dissonance, which is _______________.

a. a group of brands that a buyer views as possible alternatives

b. objective characteristics [such as the size, speed, capacity] and subjective characteristics [such as style and color] that are important to him or her

c. doubts in the buyer's mind about whether purchasing the product was the right decision

d. when a buyer becomes aware of a difference between a desired state and an actual condition

e. additional information sought from outside sources

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