A consumer is more likely to experience true dissonance following a purchase when:
A) the decision is easy to reverse.
B) the product includes a warranty.
C) the consumer has low self-confidence.
D) the degree of confirmatory bias is low.

Question

Quizplus · Accepted Answer

True dissonance occurs when a consumer experiences doubts or regrets regarding a decision. This is more likely to happen when the consumer has low self-confidence or is unsure about their ability to make a good decision. It is less likely to occur when the decision is easy to reverse, the product includes a warranty, or when there is a high degree of confirmatory bias, because these factors provide a sense of security and confidence in the decision.

A Consumer Is More Likely to Experience True Dissonance Following