Realizing the Impact of Cognitive Dissonance in Predicting Consumer Behaviour

Abstract

Consumer psychology has always been the centre of concern for the marketers from the old time and understanding the underlying aspects leads to effective decision making. The present study elicits the concept of post purchase cognitive dissonance in the consumers and embraces its implications in studying the consumer behaviour. A survey was conducted and well framed questionnaire was constructed covering various dimensions of variables studied. Some of the underlying dimensions of cognitive dissonance have been rigorously discussed and statistically tested in this study. Specifically, the impact of product involvement, time taken to make a purchase decision and level of information search on the cognitive dissonance have been analysed that provides really significant benefits to the marketers.

Perceived Affordances and Regret in Online Travel Agencies

“…This implies that customers are more likely to be unsure of their purchase decisions triggered by the inducement of OTAs. Since an impulsive purchase is made after not comparing enough alternatives for the customers to be sure about the decision, feelings of uncertainty and discomfort become stronger (Pandey and Jamwal 2015). Further, postpurchase regret occurs after concerns turn out to be valid when the customers experience undesirable consequences.…”

Narrative Construction of Product Reviews Reveals the Level of Post-Decisional Cognitive Dissonance

“…Cognitive dissonance influences how people feel about themselves, leading to negative feelings they want to avoid, which may prevent them from repeatedly purchasing from the same manufacturer or service provider [36,37]. One way to effectively reduce the discomforting state of cognitive dissonance is to provide information that positively reinforces a previous buying decision [38]. Individuals vary in their thresholds of cognitive dissonance, e.g., [28], and the narrative analysis of online product reviews can be used to personalize strategies marketers implement to help consumers cope with the uncomfortable feelings related to cognitive dissonance, e.g., [39].…”

The Effect of Cognitive Dissonance Theory and Brand Loyalty on Consumer Complaint Behaviors: A Cross-Cultural Study

“…Another issue that has been extensively researched is cognitive dissonance's consequences among consumers [15,35,[51][52][53][54][55]. We know that customers' cognitive dissonance often leads to negative opinions about the product or service, causes a decrease in brand loyalty, and negatively affects repeat purchase intentions [51].…”