Dissonance-reducing buying behavior typically occurs when a buyer sees little difference among brands but is highly involved with the purchase.

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Dissonance-reducing buying behavior is a way for a buyer to reduce post-purchase cognitive dissonance or regret. This behavior is likely to occur when the buyer is highly involved with the purchase but sees little differentiation among brands or options. The buyer may feel uncertain even after the purchase and may seek out information or reassurance to reduce their dissonance.

Dissonance-Reducing Buying Behavior Typically Occurs When a Buyer Sees Little