Postpurchase cognitive dissonance is frequently greater when:
A) the item purchased is unique.
B) the item purchased has low financial consequences but high social consequences.
C) the only promotion used for the item purchased is word of mouth.
D) the item purchased is a low-involvement product.
E) there is a great similarity between the item selected and the item rejected.

Question

Quizplus · Accepted Answer

Postpurchase cognitive dissonance is greater when there is a great similarity between the item selected and the item rejected because the consumer may doubt whether they made the right choice, leading to feelings of uncertainty and regret.

Postpurchase Cognitive Dissonance Is Frequently Greater When