a drive or feeling of discomfort, originally defined as being caused by holding two or more inconsistent cognitions and subsequently defined as being caused by performing an action that is discrepent from one's customary, typically positive self-conception
Cognitive dissonance is an customer effect commonly observed after a major purchase whereby the customer feels uncertainty about whether the purchase should have been made. Post-purchase promotion (particularly advertising) has a role to play to reduce the incidence and effect of cognitive dissonance
An uncomfortable psychological state resulting from differences between expectations and experience. In the context of product marketing, cognitive dissonance arises when a buyer's experience of the performance of a product fails to match up to prior expectations of the performance of that product.
An emotional state set up when two simultaneously held attitudes or cognitions are inconsistent or when there is a conflict between belief and overt behaviour. Cognitive dissonance occurs when evidence shows that our assumptions have been wrong. We try to avoid such information, or distort it, and we try to avoid action that highlights the dissonance.
An inconsistency among some experiences, beliefs, attitudes, or feelings. According to dissonance theory, this sets up an unpleasant state that people try to reduce by reinterpreting some part of their experiences to make them consistent with the others.
Cognitive dissonance is a psychological term which describes the uncomfortable tension that comes from holding two conflicting thoughts at the same time. More precisely, it is the perception of incompatibility between two cognitions, where "cognition" is defined as any element of knowledge, including attitude, emotion, belief, or behavior.