1. Introduction
(1)Definition of Buying Behavior
Buying Behavior is the decision processes and acts of people involved in buying and
using products.
(2) What Is Cognitive Dissonance?
People tend to seek consistency in their beliefs and perceptions. So what happens when
one of our beliefs conflicts with another previously held belief? The term cognitive
dissonance is used to describe the feeling of discomfort that results from holding two
conflicting beliefs. When there is a discrepancy between beliefs and behaviors,
something must change in order to eliminate or reduce the dissonance.