In consumer behavior, which cognitive dissonance would include positive and negative thoughts?

Cognitive dissonance refers to the psychological discomfort that arises when a person holds two or more contradictory beliefs, values, or attitudes at the same time. Dissonant cognition specifically involves situations where one belief or thought conflicts with another, creating tension and discomfort.

The term "dissonant cognition" appropriately captures the essence of having both positive and negative thoughts simultaneously. For example, a consumer might appreciate the quality of a product (a positive thought) but also feel it is overpriced (a negative thought). This internal conflict leads to cognitive dissonance, prompting the individual to seek a resolution, such as justifying the purchase in terms of long-term value or regretting the decision altogether.

In contrast, consonant cognition refers to thoughts that are consistent and harmonious, promoting a sense of alignment rather than conflict. Social approval dissonance relates to the discomfort in those instances where a person feels torn between their personal values and the need for social acceptance, while emotional dissonance typically refers to conflicts between felt emotions and expressed emotions, not necessarily involving conflicting beliefs or thoughts. Therefore, dissonant cognition is the most accurate choice for describing a scenario where both positive and negative thoughts coexist.