John is thinking about purchasing a new car, but he is not sure his favourite model is really what he needs and is concerned that he might buy a 'lemon'. John's decision is being affected by:
A) post-purchase dissonance.
B) cognitive dissonance.
C) fear.
D) perceived risk.

Question

Quizplus · Accepted Answer

John's concern about buying a 'lemon' indicates that he is facing perceived risk. Perceived risk is the likelihood of a negative outcome that may result from a purchase decision, and it can lead to uncertainty and hesitation in the buying process.

John Is Thinking About Purchasing a New Car, but He