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evablogger [386]
3 years ago
9

Lester, a hardware engineer, sells his old hatchback to buy a luxury sedan. As he starts driving the new car, he realizes that i

t is more difficult to maneuver the sedan than his old hatchback. He also realizes that maintaining the sedan is expensive. Lester is rather uncomfortable with the purchase decision he made. In the context of consumer behavior, which of the following concepts does this scenario best illustrate?
A) Limited relationship
B) Cognitive dissonance
C) Marketing mix
D) Psychographic segmentation
Social Studies
1 answer:
KonstantinChe [14]3 years ago
8 0

Answer: Cognitive dissonance

Explanation:

Cognitive dissonance is when an individual starts having inconsistent attitudes, thoughts, or beliefs which are related to attitude change and behavioural decisions.

Since Lester is rather uncomfortable with the purchase decision he made. In the context of consumer behavior, this implies cognitive dissonance.

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There are three stages of perception: selection, organization, and interpretation. In selection, the first stage, we choose stimuli that attract our attention. We focus on the ones that stand out to our senses (sight, sound, smell, taste, and touch).

This process involves the processing of certain stimuli that enter through the perceptual filters, get organized into our pre-existing structures & patterns, and then are interpreted depending on prior experiences. Despite the fact that perception is primarily a cognitive and psychological activity, way we perceive the objects and individuals around us has an impact on our communication.

We react differently to something or someone we find favorable than we do towards something we feel undesirable.If consumers relied solely on sensation, it's indeed unlikely that they'd be able to distinguish between comparable products.

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