During the final stage of the consumer buying decision process, a person might experience cognitive dissonance, which is a. doubts in the buyer's mind about whether purchasing the product was the right decision b. additional information sought from outside sources c. when a buyer becomes aware of a difference between a desired state and an actual condition d. a group of brands that a buyer views as possible alternatives e. objective characteristics (such as the size, speed, capacity) and subjective characteristics (such as style and color) that are important to him or her.