Answer only ONE question from the following:

Question A: Consumers often find themselves in situations where their attitudes and behavior conflict. Using the Theory of Cognitive Dissonance, discuss how consumers can resolve a dissonant situation using a marketing-related example.

Question B: Discuss how marketers can apply the concept of stimulus generalization and the concept of stimulus discrimination and explain the difference between both concepts using examples from the marketing field.

Please indicate which question you are answering A, or B