1. In the context of consumer behavior analysis, which of the following best describes the term 'cognitive dissonance'? A. The confusion experienced when a product does not meet expectations B. The discomfort felt when holding conflicting cognitions C. The process of recognizing and remembering brand-related information D. The change in belief or attitude due to marketing communication Answer: B. The discomfort felt when holding conflicting cognitions Rationale: Cognitive dissonance refers to the psychological discomfort a person feels when they hold two or more contradictory beliefs, ideas, or values at the same time, often occurring in the post-purchase evaluation phase. 2. What is the primary purpose of using STP (Segmentation, Targeting, Positioning) in marketing? A. To ensure the product is affordable B. To create a competitive advantage through customer engagement C. To align marketing strategies with the company's financial goals