When a consumer begins to feel dissatisfied with a product or service recently purchased the anxiety they feel is called?

When a consumer begins to feel dissatisfied with a recently purchased product or service, the anxiety they experience is called "cognitive dissonance." This psychological phenomenon occurs when there is a conflict between their expectations and the actual performance of the product or service, leading to feelings of regret or doubt about their decision. Cognitive dissonance can prompt consumers to seek reassurance or justification for their purchase, or even to return the product.