Problem:
Andrew just purchased a new car and is feeling some anxiety. As his previous car was old and had mechanical problems, Andrew decided to buy a new car so he would have reliable transportation. Andrew took this decision very seriously as buying a new car represents a sizable investment and the kind of car he drives is very important to him. Andrew considered several makes and models that he had admired, read reviews in automotive magazines, talked with his friends and family members who are interested in and knowledgeable about cars, and test drove all the cars he was considering. After expending significant time and effort, Andrew narrowed his choices down to his two favorites; test drove those models again, reread some of the reviews as well as new ones about the two cars, and finally reached a decision. Andrew thought he would be happy as he drove his new car to work the next day, but instead he is second-guessing himself and wonders if he made the right choice. Andrew keeps thinking about all the positive features of the car he didn't buy. In terms of what often transpires during the consumer decision process, Andrew is experiencing: a gap