Buyers typically experience some postpurchase anxieties in all but routine purchases. This state of anxiety is known as postpurchase cognitive dissonance and can be expected to increase as:
A) price elasticity increases.
B) the relative attractiveness of the unselected alternatives decreases.
C) the relative importance of the purchase increases.
D) the length of the distribution channel increases.
E) any of the above occur.

Question

Quizplus · Accepted Answer

Postpurchase cognitive dissonance is more likely to increase as the relative importance of the purchase increases, because the buyer may worry more about whether they made the right decision when the purchase plays a significant role in their life or finances.

Buyers Typically Experience Some Postpurchase Anxieties in All but Routine