At a convenience store, Brian bought a bag of chips he had never tried before. Driving down the road, Brian opened the bag, took a bite, and realized he had purchased pork rinds by mistake. Being a vegetarian, Brian threw away the chips. Brian felt very little buyer's remorse and soon forgot about the experience. Why?
What will be an ideal response?
Buyer's remorse or postpurchase cognitive dissonance is generally greater for products that are expensive, infrequently purchased, and involve perceived risk. None of that applies to snack food purchases.
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