An Indepth Analysis of Variables Affecting Post Purchase Cognitive Dissonance

Dr. Uzma Hasan

An Indepth Analysis of Variables Affecting Post Purchase Cognitive Dissonance

Dr. Uzma Hasan * §

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An Indepth Analysis of Variables Affecting Post Purchase Cognitive Dissonance

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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.

References

6 Cites in Article

Reference Format

J Sweeney,D Hausknecht,G Soutar (2000). measuring cognitive dissonance : A Multi dimensional scale.
Andrew Elliot,Patricia Devine (1994). On the motivational nature of cognitive dissonance: Dissonance as psychological discomfort..
Harold Kassarjian,Joel Cohen (1965). Cognitive Dissonance and Consumer Behavior.
W Cummings,M Venkatesan (1976). Cognitive dissonance and consumer behaviour: A review of the evidence.
Leon Festinger (1957). A Theory of Cognitive Dissonance.
S Oshikawa (1970). Consumer pre-decisional.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Dr. Uzma Hasan. 1970. "An Indepth Analysis of Variables Affecting Post Purchase Cognitive Dissonance". Global Journal of Management and Business Research - A: Administration & Management GJMBR-A Volume 12 (GJMBR Volume 12 Issue A20).

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GJMBR Volume 12 Issue A20

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

Cognitive Dissonance Post Purchase

Classification

GJMBR-A Classification JEL Code: D11

Submission ReceivedSeptember 23, 2012
Peer Review Double Blind
Handling Editor
Accepted October 15, 2012
Published October 25, 2012

Version of record

v1.2

Language

English

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Article Matrices

Total Score: 159

Country: India

Subject: Global Journal of Management and Business Research

Authors: Dr. Uzma Hasan, Dr. Reshma Nasreen (PhD/Dr. count: 2)

View Count (all-time): 188

Total Views (Real + Logic): 6180

Total Downloads (simulated): 337

Publish Date: 2012 10, Thu

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Total Views: 6.2K

Total Downloads: 337

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