Are There Cognitive Dissonance Segments?

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Abstract

Cognitive Dissonance has interested consumer researchers for many years. Until recently, however, there has not been an accepted consumer dissonance scale. Using a recently developed scale, the present study examined the presence of dissonance segments in two customer samples, in which a significant minority of respondents experienced dissonance. Similar segments were found in both clusters, suggesting they may be common across a number of purchase contexts. Further investigation found some background differences, although a number of suggested relationships (e.g. price would affect dissonance) were not supported. Given the potential negative effects of dissonance, managers need to give this construct their attention.
Original languageEnglish
Pages (from-to)227-249
JournalAustralian Journal of Management
Volume28
Issue number3
Publication statusPublished - 2003

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