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Cognitive Dissonance Buying a Home PC Our group decided for our case study we would research buying a computer. Computers are a very useful tool for all college students so being up to date is essential. We used the process of Cognitive Dissonance to begin the road to buying a new PC. Cognitive Dissonance is the questions a buyer ask themselves when purchasing a product. In step 1 our group sat down and made a list of the name brands we would be interested in pursuing. We came up with such brands as ABS, Dell, Apple, Gateway, IBM, Compaq, Micron, and the option of having your PC custom built by a private business. As you can see most of these choices are major companies with lots of advertising. All the advertising implants a thought into a consumer’s brain which allows