Cognitive dissonance refers to Select one: a. feelings of discontent after a purchase has been made when the product fails to perform up to expectations. b. 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. c. feelings of discomfort associated with purchasing something purely for the sake of prestige. d. feelings of guilt for purchasing a product or service that was not consistent with a consumer's moral or ethical beliefs. e. the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives.