Bawa, Anupam; Kansal, Purva
October 2008
Journal of Services Research;Oct2008, Vol. 8 Issue 2, p31
Academic Journal
The theory of cognitive dissonance, first put forward by Leon Festinger is attracting renewed attention and interest. Surprisingly, there is little research and discussion on cognitive dissonance and marketing of services. This research effort discusses precise and specific issues with the help of literature on cognitive dissonance and the marketing of services. How do the different characteristics of services influence the likelihood of cognitive dissonance? What is the likelihood of cognitive dissonance in services of different types? Are the strategies for reducing cognitive dissonance likely to be affected by the characteristics of services? What are the implications of the theory of cognitive dissonance for the advertising of services? Do advertisements of services incorporate measures to address cognitive dissonance among recent buyers? The paper proposes few research propositions in understanding of cognitive dissonance in services domain.


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