After enrolling in the MBA program at Macatawa State University, Sheri began having second thoughts. Although MSU seemed to be a good choice based on location, reputation, and price, Sheri was not convinced she had made the right choice. Sheri is suffering from: Select one: a. dissatisfaction. b. cognitive dissonance. c. choice insufficiency. d. poor product quality. e. too many opportunity costs.

b. Cognitive Dissonance.

Explanation:

Cognitive dissonance can be defined as the discomfort which is caused by the post-purchase conflict. When consumers buy something, they feel satisfied with their purchase, however, every purchase involves some trade-off and compromises. Customers certainly feel unhappy on acquiring the drawbacks of the bought product and losing the benefits of the products not purchased. Consequently, consumers feel some discomfort and post-purchase dissonance for almost every purchase they make. The same phenomenon can be observed in this scenario where Sheri has enrolled in the MBA program at Macatawa State University and feeling cognitive dissonance afterwards.

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