Dissonance-reducing buying behaviour typically occurs when a buyer sees little difference among brands but is highly involved with the purchase.

Question

Quizplus · Accepted Answer

Dissonance-reducing buying behaviour refers to situations where the buyer experiences cognitive dissonance, or discomfort, after making a purchase because they see little difference among brands but are highly involved with the purchase. The buyer may try to reduce this dissonance by seeking reassurance that they made the right choice or avoiding similar purchases in the future.

Dissonance-Reducing Buying Behaviour Typically Occurs When a Buyer Sees Little