Post-Purchase Reinforcement and Back-Out Behavior

Donnelly, James H.; Ivancevich, John M.

doi:10.2307/3150304

Cited by 13 publications

(9 citation statements)

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“…However, this effect may be due either to buyers' "stockpiling" goods at the time of the sale or to "frustration" on the part of the buyers who are suddenly faced with a more expensive item. [15]. Both studies employed postpurchase contact as a means of improving buyers' attitudes toward the product [43] or decreasing backout rates [15].…”

Section: Compelling Alternative Explanationsmentioning

confidence: 99%

“…Also the two studies [16,25] that investigated "real life consumer situations" generally obtained findings consistent with the theory. A somewhat different approach was taken in three studies [15,24,43] which used postpurchase reinforcement techniques to reduce purchasers' dissonance after the purchase of major products. In general, the studies which have examined the effects of dissonance arousal on attitude change and tendency to repurchase have supported the predictions from the theory (although there are some obvious exceptions).…”

Section: * William H Cummings Has Just Completed His Doctoral Degreementioning

confidence: 99%

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Cognitive Dissonance and Consumer Behavior: A Review of the Evidence

Cummings

Venkatesan

1976

Journal of Marketing Research

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JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org.. American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Researchers in consumer behavior have attempted to relate attitude change, information seeking, and brand loyalty to the concept of cognitive dissonance. The writers review the consumer behavior literature relating to cognitive dissonance, critique the research, and provide some directions for future research. Cognitive Dissonance and ConsumerBehavior:A Review o f t he Evidence INTRODUCTION In the last 10 years substantial research has been applied to a number of topics in consumer behavior. Most of the studies have involved concepts and propositions formulated on the basis of social psychological theories. One such theory which has been found to have applications to consumer behavior is the theory of cognitive dissonance [7, 20].Several articles have provided critical reviews of the theory and have described how the theory relates to consumer behavior [8, 19, 25, 45]. Many of these earlier summaries of the theory gave much promise for an increased understanding and applications for consumer behavior. There are now 23 studies which have examined empirically the arousal and reduction of cognitive dissonance in the context of consumer behavior . Therefore, it would be valuable to examine critically all of the empirical studies that have investigated the applicability of cognitive dissonance theory to the consumer behavior context2. For clarity, the

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Section: Compelling Alternative Explanationsmentioning

confidence: 99%

Section: * William H Cummings Has Just Completed His Doctoral Degreementioning

confidence: 99%

Cognitive Dissonance and Consumer Behavior: A Review of the Evidence

Cummings

Venkatesan

1976

Journal of Marketing Research

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“…The items listed below are the PPD-reduction strategies identified in marketing literature (e. g., Cummings & Venkatesan, 1976;Donnelly & Ivancevich, 1970;Engle, 1965;Ginter, 1974;Holloway, 1967;Hunt, 1970;LoSciuto & Perloff, 1967;Sheth, 1970;Strait, 1964;Wilkie, 1994):…”

Section: Dissonance-reduction Strategies In Marketing Literaturementioning

confidence: 99%

An Alternative Explanation of Consumer Product Returns from the Postpurchase Dissonance and Ecological Marketing Perspectives

Lee

2014

Psychology and Marketing

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Research on consumer product returns has identified product failure, dissatisfaction, and fraudulent intent as primary causes. In recent years, however, consumers return products even before experiencing dissatisfaction and when products are not defective. Moreover, most consumers who return products are ordinary scrupulous people. Ironically, product returns are on the rise while overall product quality has improved. This suggests that there are other reasons for product returns yet to be uncovered. This study critically examines such types of recently observed product-return behaviors from the postpurchase dissonance (PPD) and ecological marketing perspectives. A proposition emerged through the critical review that in the current competitive and consumer-centered market environment, consumers increasingly choose product return over other options identified in the literature as a viable strategy to cope with their PPD. Two empirical studies and a recent major industry study on consumer product returns provided strong support for the proposition. Managerial and future research implications of the findings are discussed.

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“…For example, the finding that a salesperson's blessing (i.e., reassurance that the decision was wise) reduces a consumer's likelihood of backing out on a new car purchase (Donnelly and Ivancevich, 1970) might contribute to our understanding of high-involvement decisions. Could a strong blessing be just the thing to help dispel a bout of postpurchase dissonance?…”

mentioning

confidence: 98%

Blessings and the spiritual life of consumers

Schindler

2008

Journal of Business Research

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Post-Purchase Reinforcement and Back-Out Behavior

Cited by 13 publications

References 0 publications

Cognitive Dissonance and Consumer Behavior: A Review of the Evidence

Cognitive Dissonance and Consumer Behavior: A Review of the Evidence

An Alternative Explanation of Consumer Product Returns from the Postpurchase Dissonance and Ecological Marketing Perspectives

Blessings and the spiritual life of consumers

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