According to the risk continuum as developed by Johnston and Lewin (1996), when the risk attached to an organisational purchase increases:

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As the risk associated with an organizational purchase increases, the buying center typically becomes larger with more individuals involved in the decision-making process. This is because higher risk necessitates greater scrutiny and input from various departments or perspectives to mitigate potential negative outcomes, which can lead to an increase in conflict among buyers due to differing opinions and priorities.

According to the Risk Continuum as Developed by Johnston and Lewin