Can Cognitive Dissonance Theory Explain Consumer Behavior?
نویسندگان
چکیده
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 evidences are examined and their weaknesses pointed out by the author to justify his position. He also provides suggestions regarding the circumstances under which dissonance reduction may be useful in increasing the repurchase probability of a purchased brand.
منابع مشابه
Cognitive Dissonance and Consumer Behavior: A Reviev/ of the Evidence
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...
متن کاملThe Impact on Consumer Buying Behaviour: Cognitive Dissonance
The theory of “cognitive dissonance” is of great importance in consumer behavior and marketers have lots of interest in analyzing the post purchase behavior of consumers experienced by them. This paper has explored the factors that create cognitive dissonance in consumer buying decision making particularly among the consumer goods purchaser in the city area. Some of these are family status, rel...
متن کاملHow does cognitive dissonance influence the sunk cost effect?
Background The sunk cost effect is the scenario when individuals are willing to continue to invest capital in a failing project. The purpose of this study was to explain such irrational behavior by exploring how sunk costs affect individuals' willingness to continue investing in an unfavorable project and to understand the role of cognitive dissonance on the sunk cost effect. Methods This stu...
متن کاملJena Economic Research Papers Do I Really Want to Know? a Cognitive Dissonance-based Explanation of Other- regarding Behavior Do I Really Want to Know? a Cognitive Dissonance-based Explanation of Other-regarding Behavior
We investigate to what extent genuine social preferences can explain observed other-regarding behavior. In a dictator game variant subjects can choose whether to learn about the consequences of their choice for the receiver. We find that a majority of subjects showing other-regarding behavior when the payoffs of the receiver are known, choose to ignore these consequences if possible. This behav...
متن کاملWhy Don’t I Help You? The Relationship between Role Stressors and Helping Behavior from a Cognitive Dissonance Perspective
This paper proposes that role stressors decrease helping behavior by undermining employees' normative commitment from a cognitive dissonance perspective and social exchange theory. We also propose two competitive assumptions of the moderating effect of perceived organizational support (POS). In this paper, we first examine these hypotheses in Study 1 and then verify the cognitive dissonance per...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
عنوان ژورنال:
دوره شماره
صفحات -
تاریخ انتشار 2007