When consumers are highly involved with an expensive, infrequent or risky purchase, but see little difference between brands, they are said to be undertaking which type of purchase situation?
A) high engagement buying behaviour
B) habitual buying behaviour
C) complex buying behaviour
D) variety seeking buying behaviour
E) dissonance reducing buying behaviour

Question

Quizplus · Accepted Answer

In situations where consumers are highly involved due to the expense, infrequency, or risk of the purchase but perceive little difference between brands, they are likely to engage in dissonance reducing buying behaviour. This is because they are looking to minimize any post-purchase dissonance (or regret) by carefully choosing among seemingly similar options.

When Consumers Are Highly Involved with an Expensive, Infrequent or Risky