Noah perceives the purchase of a tattoo to be a socially risky decision because he thinks people will judge him unfairly if he has a tattoo.Hayley,however,does not perceive getting a tattoo as particularly risky behavior.As far as social risk is concerned,getting a tattoo will be a higher-involvement activity for Noah than for Hayley.

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This is because Noah perceives a greater risk in terms of being judged unfairly, therefore getting a tattoo will require more thought and consideration for him than for Hayley.

Noah Perceives the Purchase of a Tattoo to Be a Socially