The post-purchase dissonance effect is especially likely to occur when:
A)the decision is unimportant
B)the decision involves giving up positive features of a rejected alternative
C)the alternatives are very dissimilar overall
D)the decision involves little risk
E)All of the above are correct.

Question

Quizplus · Accepted Answer

Post-purchase dissonance occurs when a consumer regrets their purchase decision and wishes they had chosen a different alternative. This effect is more likely to occur when the rejected alternative had positive features that the chosen alternative lacks.

The Post-Purchase Dissonance Effect Is Especially Likely to Occur When