The likelihood and magnitude of post-purchase dissonance increases as the decision becomes more important.

Question

Quizplus · Accepted Answer

Post-purchase dissonance refers to the feeling of regret or uncertainty that a consumer may experience after making a purchase. This feeling is more likely and stronger when the decision is of high importance, such as when purchasing a house or a car, compared to low-risk purchases like groceries. Therefore, the likelihood and magnitude of post-purchase dissonance do increase as the decision becomes more important.

The Likelihood and Magnitude of Post-Purchase Dissonance Increases as the Decision