According to Festinger's cognitive dissonance theory, after purchasing a very expensive item, a person would most likely:

• A. Seek reassurance from others before the purchase
• B. Regret the purchase and vow to improve budgeting
• C. Seek external advice from a financial advisor
• D. Read test reports after the purchase to justify his behavior

Answer: (D)

Cognitive dissonance after a costly purchase pushes people to justify their decision by increasing perceived value. If someone has just spent a lot, they feel uncomfortable unless they can rationalize the choice. Reading test reports after the purchase is a classic way to reduce that discomfort: it provides external evidence that the item was a good buy, helping align their perception with their action.

Seeking reassurance before buying happens before the dissonance arises, not after. Regretting the purchase and vowing to budget better acknowledges the cost but doesn’t actively reduce the post‑purchase tension the way seeking confirming information does. Consulting a financial advisor could help, but the strongest post‑decision move is to seek information that directly justifies the purchase.