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The purpose of this article is to examine the influence of the pandemic, perceived risk, and cognitive dissonance on the need for cognitive closure. A consumer today wants an aversion towards the ambiguity that is created due to this pandemic. The data is collected using Amazon’s Mechanical Turk panel. All of the filled questionnaires are analyzed using stepwise regression. The findings suggest that perceived risk, pandemic, and cognitive dissonance influence the need for cognitive closure, and perceived risk is the major predictor of cognitive closure. These results enrich our understandings with regards to the importance of designing the marketing strategies in a way that will lead to the reduction in the consumer perceived risk and cognitive dissonance created due to the pandemic.

Pandemic, Perceived Risk, and Cognitive Dissonance as Antecedents to Need for Cognitive Closure