When evidence is ambiguous, confirmation bias and overconfidence can lead consumers to:
A) avoid both negative and highly diagnostic information.
B) disconfirm prior beliefs instantly without analysis.
C) switch between brands and type of products rapidly.
D) recall highly vivid information.
E) avoid marketing stimulus.

Question

Quizplus · Accepted Answer

When evidence is ambiguous, confirmation bias and overconfidence can lead consumers to avoid information that may challenge their beliefs or preconceived notions. This is done in order to maintain their existing beliefs and avoid cognitive dissonance. This can result in consumers avoiding both negative and highly diagnostic information.

When Evidence Is Ambiguous, Confirmation Bias and Overconfidence Can Lead