When is dissonance likely to increase?
A)When the expense is quite large, the decision is irrevocable and difficult
B)When it is a low involvement purchase
C)When there are too many sources of information on a product/service
D)When past purchase experiences of the product/service have been positive

Question

Quizplus · Accepted Answer

Dissonance is likely to increase when the expense is quite large because it creates a higher risk for the decision maker. Also, irrevocable and difficult decisions can lead to dissonance as the decision maker might doubt whether they made the right choice.

When Is Dissonance Likely to Increase