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21 December, 18:17

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

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  1. 21 December, 18:32
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    Cognitive dissonance

    Explanation:

    Cognitive dissonance refers to conflicting ideas or beliefs that cause discomfort to an individual. Individuals tend to seek consonance between their expectations and reality.

    In this case Lester expected to feel good about his purchase of a luxury since it should be a much better car than his old hatchback, butt he actually doesn't like to drive the larger and more luxurious sedan.
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