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Steve Walker was happy with his new personal computer. It had all the features he wanted, including a color monitor and CD-ROM, and the $1200 price tag was reasonable. As he was taking the computer out of the box, Walker noticed an advertisement in the local paper showing a similar computer system for only $1000. Suddenly, Walker was began to doubt his purchase decisionmaybe he hadn't gotten such a good deal. Walker was experiencing: a. cognitive dissonance. b. buyer's uncertainty. c. product dissonance. d. product discord. e. selective discord.

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Answer:

a. cognitive dissonance.

Explanation:

Cognitive dissonance is the psychological concept that describes the discomfort a person feels when he is having conflicting beliefs ideas or values at the same time. People tend to seek consonance (agreement) between the what they expect and reality.

In this instance Steve Walker got the computer he wanted at $12,000, seeing a similar computer at $10,000 makes him have a doubts about his purchase (cognitive dissonance).

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