‘Dissonance-Reducing Buying Behaviour’ results when the consumer’s involvement in the purchase situation is high because the product is expensive, risky, self-expressive or infrequently purchased. The differences among brands are perceived as not significant. After the purchase, consumer experiences dissonance. As all the brands would not have all the features, the consumer suspects the correctness of her/his decision. This causes uneasiness and the consumer looks for reassuring information and avoids disconcerting information.

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