An Indepth Analysis of Variables Affecting Post Purchase Cognitive Dissonance

Hasan, Uzma; Nasreen, Reshma
October 2012
Global Journal of Management & Business Research;2012, Vol. 12 Issue 20, p55
Academic Journal
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


Related Articles

  • The Measurement of Cognitive Dissonance: Some Experimental Findings. Oshikawa, Sadaomi // Journal of Marketing;Jan1972, Vol. 36 Issue 1, p64 

    Asking consumers how dissonant they were may measure their levels of anxiety and may produce invalid indices of cognitive dissonance. Subjects with high anxiety are likely to answer in such a way as to be classified as dissonant even when they did not experience cognitive dissonance.

  • The Dissociation Between Monetary Assessment and Predicted Utility. Amir, On; Ariely, Dan; Carmon, Ziv // Marketing Science;Nov/Dec2008, Vol. 27 Issue 6, p1055 

    We study the dissociation between two common measures of value--monetary assessment of purchase options versus the predicted utility associated with owning or consuming those options, a disparity that is reflected in well-known judgment anomalies and that is important for interpreting market...

  • The Sweet Side of Sugar-The Influence of Raised Insulin Levels on Price Fairness and Willingness to Pay. Eberhardt, Tim; Fojcik, Thomas; Hubert, Mirja; Linzmajer, Marc; Kenning, Peter // Advances in Consumer Research;2010, Vol. 37, p788 

    The article focuses on the study that explores the biological correlates of raised insulin levels on buying decision behavior in a price fairness task. The study shows that higher insulin levels indicate higher price acceptance. It indicates that the estimated effects could support the...

  • Can Cognitive Dissonance Theory Explain Consumer Behavior? Oshikawa, Sadaomi // Journal of Marketing;Oct1969, Vol. 33 Issue 4, p44 

    Cognitive dissonance theory is applicable to very limited areas of consumer behavior according to the author. Published findings in support of the theory are equivocal; they fail to show that cognitive dissonance is the only possible cause of observed "dissonance-reducing" behavior. Experimental...

  • AFFECTIVE REACTIONS TO ATTITUDINAL AMBIVALENCE: A GOAL ATTAINMENT PERSPECTIVE. Jun Pang; HeanTat Keh // AMA Winter Educators' Conference Proceedings;2011, Vol. 22, p218 

    This research investigates consumers' affective reactions to attitudinal ambivalence and suggests a goal-attainment perspective to understand the underlying mechanisms. We conducted three studies in different contexts. The results consistently indicate that attitudinal ambivalence will be...

  • Me, Myself, and My Choices: The Influence of Private Self-Awareness on Choice. Goukens, Caroline; Dewitte, Siegfried; Warlop, Luk // Journal of Marketing Research (JMR);Oct2009, Vol. 46 Issue 5, p682 

    This article examines the impact of private self-awareness on consumer decision making. In four studies, the authors show that the ease of preference formation accompanying private self-awareness makes people more willing and able to rely on their personal preference weights. As the authors...

  • Cognitive dissonance. Lempert, Phil // Progressive Grocer;5/15/2004, Vol. 83 Issue 8, p16 

    Discusses the importance of right advertising. Definition of cognitive dissonance; Application of cognitive dissonance to consumers; Factors that need to be balanced in consumer decision making; Parts of advertising that need to be discussed and analyzed by brand marketers.

  • When Perceiving Low Control Fosters Great Expectations: The Case of Financial Decision Making. Blair, Sean // Advances in Consumer Research;2016, Vol. 44, p396 

    No abstract available.

  • The Moral, The Team, and The Ends: A Three-Motive Model of Moral Judgment for Politics and Other Team Contexts. Campbell, Troy; Man, Heather; Ariely, Dan // Advances in Consumer Research;2016, Vol. 44, p409 

    No abstract available.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics