As the perceived risk (the likelihood of making a mistake) involved in buying a product increases, so does the post purchase likelihood of:
A) cognitive dissonance.
B) post-purchase analysis.
C) evaluative dissonance.
D) affective distress.

Question

Quizplus · Accepted Answer

Cognitive dissonance refers to the discomfort experienced by an individual when holding two or more conflicting cognitions (ideas, beliefs, values, or emotional reactions). In the context of consumer behavior, when the perceived risk of making a mistake in purchasing a product increases, the likelihood of experiencing cognitive dissonance after the purchase also increases. This is because the individual is more likely to question their decision and feel uneasy about whether they made the right choice.

As the Perceived Risk (The Likelihood of Making a Mistake)