describes a consumer's desire for definite knowledge of any kind to reduce confusion and ambiguity.

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The need for cognitive closure refers to a consumer's desire for definite knowledge to reduce confusion and ambiguity. This need arises because consumers often find themselves in situations where they lack complete information or where there are multiple, potentially conflicting interpretations of the information available. The need for cognitive closure reflects the consumer's desire to avoid ambiguity and to have a clear understanding of the situation at hand.

Describes a Consumer's Desire for Definite Knowledge of Any Kind