Mark is considering purchasing a new pickup tru The model that he is looking at features an all new diesel engine , state of the art design , and beautiful upholstery . The elect package and options have all been updated to the point where there are not many more items that Mark could have installed on his new truck . He likes everything about the truck except the price tag . The price could be lowered if Mark would remove some of the options , but he must have them all to maintain his image . The dealership that carries Mark's new truck will not know everything that goes through Mark's mind as he makes his purchasing decision . The remorse that Mark is likely to feel after purchasing his new truck is known as

options is

cognitive dispersion O post-purchase stress purchase remorse cognitive Dissonance