Question

Consumers are more likely to experience dissatisfaction or cognitive dissonance when the dollar value of the purchase increases.

a. True
b. False

Answer 1

It is true that consumers are more likely to experience cognitive dissonance with higher dollar value purchases due to inherent beliefs about satisfaction, valuation of losses, and imperfect information.

Step-by-step explanation:

True. Consumers are more likely to experience dissatisfaction or cognitive dissonance when the dollar value of the purchase increases. This increased potential for dissatisfaction is rooted in the consumer's belief about the satisfaction that the good or service will provide, which in turn is based on the available information. Imperfect or unclear information can lead to regret or avoidance of future purchases, especially as the financial stakes of the decision rise. Additionally, people's valuation of losses over equivalent gains can enhance the effect of dissatisfaction or cognitive dissonance with higher value purchases.