search QUESTION 19 A(n) external O cognitive alternative internal search for information is likely when past experience or knowledge is insufficient, the risk of making a wrong purchase decision is high, and the cost of gathering information is low O postpurchase QUESTION 20 Cognitive dissonance refers to O feelings of guilt for purchasing a product or service that was not consistent with a consumer's moral or ethical beliefs O feelings of discomfort associated with purchasing something purely for the sake of prestige O the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives feelings of discontent after a purchase has been made when the product fails to perform up to expectations 000 feelings of discontent before a purchase has been made when the customer finds out that he or she paid more for the product than necessary Click Save and Submit to save and submit. Click Save All Answers to a