The intensity of postdecision dissonance will be the greatest when:
A)the product is a specialty product with few alternative choices.
B)the product has low functional risk and low psychosocial risk.
C)the product is a convenience product with numerous mediocre alternatives.
D)the product has a number of available alternatives with many desired features.

Question

Quizplus · Accepted Answer

Postdecision dissonance occurs when the buyer experiences discomfort or uncertainty after choosing between multiple alternatives. The intensity of this dissonance is highest when the decision involved a high level of investment, either monetary or emotional. Therefore, in the scenario where the product has a number of available alternatives with many desired features, the buyer has invested considerable time, money, and emotions in the decision-making process, so the intensity of the postdecision dissonance is likely to be highest in this context.

The Intensity of Postdecision Dissonance Will Be the Greatest When