Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

Glossary of Marketing Research Terms


Below is the term for your search. If you do not see what you are looking for, please modify your search criteria.

Cognitive Dissonance
Dissonance arises after a major purchase (e.g., a car) when alternatives are recommended and/or dislikes emerge with the choice. To eliminate the discomfort of dissonance, the consumer will seek to rationalize the original choice, in other words, find positive advantages and ignore the negative.

Search Again