Which of the following is true of cognitive dissonance?
A) It occurs when customers' thoughts are consistent with preconceived notions.
B) It occurs with unimportant decisions that are easy to reverse.
C) It occurs when consumers have high self-confidence.
D) It occurs when customers make a decision that involves risk.

Question

Quizplus · Accepted Answer

Cognitive dissonance occurs when customers make a decision that involves risk, such as a high-value purchase, as they may experience discomfort or doubt about their decision afterwards. This can lead to a desire to seek out information or opinions that support their decision in order to reduce their cognitive dissonance.

Which of the Following Is True of Cognitive Dissonance