Cognitive dissonance refers to A. feelings of guilt for purchasing a product or service that was not consistent with a consumer's moral or ethical beliefs. B. feelings of discomfort associated with purchasing something purely for the sake of prestige. C. the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives. D. 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.