​Consumer buying behaviour in situations characterized by high involvement but few perceived differences among brands is known as ____________.​

Correct option is B

Dissonance-reducing buying behaviour occurs in situations where consumers are highly involved in the purchase because it is expensive, infrequent, or risky, but there are few perceived differences between brands. Since all options appear similar, the consumer may choose quickly and then experience post-purchase dissonance (buyer's remorse) due to doubts about whether the right brand was chosen.

This behavior is common for products like carpets, home furniture, or insurance—where the decision is significant (high involvement), but brand differences are not very pronounced.

Consumers seek reassurance after the purchase through advertisements, reviews, or word-of-mouth, aiming to reduce post-purchase dissonance.

Information Booster:

• This type of buying behaviour happens in high-stakes decisions with minimal brand differentiation.

• Examples: Buying a refrigerator, insurance policy, or flooring where most options feel technically similar.

• Post-purchase, customers may seek justification to reduce discomfort and confirm their decision.

• Companies in such markets often focus on after-sales service, guarantees, and strong brand messaging to reduce dissonance.

• Consumers rely more on availability, convenience, or peer influence, rather than product comparison.

Additional Knowledge:

(a) Complex buying behaviour

• Occurs when involvement is high and there are significant differences between brands.

• Consumers conduct extensive research and evaluate each attribute.

• Not applicable when brand differences are minimal.

(c) Habitual buying behaviour

• Takes place in low involvement situations with low brand differentiation.

• The consumer buys out of habit, not strong preference.

• Example: Buying table salt or regular detergent.

(d) Variety-seeking buying behaviour

• Happens when involvement is low, but there are significant perceived differences between brands.

• Consumers switch brands for fun or novelty, not dissatisfaction.

• Common in snacks, soft drinks, or cosmetics.