Cognitive dissonance

[munna99185]

In psychology, cognitive dissonance is the excessive mental stress and discomfort experienced by an individual who holds two or more contradictory beliefs, ideas, or values at the same time. This stress and discomfort may also arise within an individual who holds a belief and performs a contradictory action or reaction. For example, an individual is likely to experience dissonance if he or she is addicted to smoking cigarettes and continues to smoke despite believing it is unhealthy. [Source: Wikipedia.com]

Sayed Farrukh Ahmed
Assistant Professor
Faculty of Business & Economics
Daffodil International University

[Jeta Majumder]

In Marketing, State of felt discomfort after purchase.