Why do consumers free ride? Investigating the effects of cognitive effort on postpurchase dissonance

Purpose Building on the theoretical paradigms of consumer free-riding and cognitive dissonance, this study aims to evaluate whether consumers’ effort when making a purchase decision impacts upon relationship between habits postpurchase dissonance. Design/methodology/approach To explore cross-channel free-riding, efforts framework was conceptualized empirically tested sample 518 Italian consumers. Covariance-based structural equation modeling bootstrapped mediation analysis performed with PROCESS macro. Findings Results show that more cognitively involved is, he/she will experience Originality/value Modern consumers habitually finalize their activities through multiple different channels. The abundance e-commerce/online platforms does indeed offer plethora alternatives physical/offline stores. Hence, have been seen act as “free-riders.” It is becoming common for seek information in physical stores then product online conveniently. This notwithstanding, it has emerged tend dissonance – which sensation emotional discomfort after purchases. causes phenomenon are yet be fully unpacked.