TITLE

An Indepth Analysis of Variables Affecting Post Purchase Cognitive Dissonance

AUTHOR(S)
Hasan, Uzma; Nasreen, Reshma
PUB. DATE
October 2012
SOURCE
Global Journal of Management & Business Research;2012, Vol. 12 Issue 20, p55
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The research paper emphasizes on the need of assessing those variables which are responsible for affecting the levels of cognitive dissonance in the consumer behaviour. The paper signifies the impact that the family and friends have in the post purchase dissonance levels of the consumer. The results revealed that more the influence of family and friends in the decision making process, more degrees of dissonance will be felt by the consumer. The paper also depicts that the personality of the shopper would also affect the levels of dissonance. The confident shopper would experience lesser level of dissonance whereas a confused shopper would experience lower level of dissonance. Likewise, the purpose for which the product is to be used will also have an impact on the levels of dissonance. If the product is being purchased for some special purpose, then the dissonance level would be higher. For ages, consumer behaviour has been analysed and studied in great detail to understand and assess the minds of the consumers as they embark on to purchase goods for their consumption. Companies world over have been spending million of rupees on advertising and other promotional strategies to lure the undecided customers towards themselves. The whole consumer decision making process is quite complex for the companies to comprehend and each of them tries to lay down a structural pattern which they feel the consumers follow while deciding which product to purchase. However, for the companies the first task always remain to inform their customers about their products and to keep the information interesting and attractive enough to make them purchase the product. As the customers are targeted by the producers educating them about the positive qualities of their products, they get confused about which producer to follow and which not to follow. This confusion about making a right purchase decision and deciding the right product to buy has been defined as 'cognitive dissonance' by the researchers
ACCESSION #
85349280

 

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