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Did I choose the right university? How post-purchase information affects cognitive dissonance, satisfaction and perceived service quality

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  • Mao, Wen
  • Oppewal, Harmen

Abstract

This paper investigates the effects of post-purchase reinforcement and choice-inconsistent information, the latter of which arouses cognitive dissonance, on consumer satisfaction and perceived service quality (SQ). A field experiment was conducted in which university students are provided with university rankings information that is either consistent with their choice of university (choice-reinforcing) or inconsistent with their choice. It is found that provision of choice-inconsistent information affects neither satisfaction nor perceived SQ. In contrast, while not affecting perceived SQ, provision of post-purchase reinforcement does enhance satisfaction. The paper demonstrates this to result from a reduction in psychological discomfort regarding the choice made, which is the emotional aspect of cognitive dissonance. The paper also finds that both information conditions result in an increase in Word-of-Mouth behaviour compared to a control group. Theoretical and practical implications are discussed.

Suggested Citation

  • Mao, Wen & Oppewal, Harmen, 2010. "Did I choose the right university? How post-purchase information affects cognitive dissonance, satisfaction and perceived service quality," Australasian marketing journal, Elsevier, vol. 18(1), pages 28-35.
    • Handle: RePEc:eee:aumajo:v:18:y:2010:i:1:p:28-35
    DOI: 10.1016/j.ausmj.2009.10.002
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    References listed on IDEAS

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    Cited by:

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    3. Lin, Hsin-Hui & Tseng, Timmy H. & Yeh, Ching-Hsuan & Liao, Yi-Wen & Wang, Yi-Shun, 2020. "What drives customers’ post-purchase price search intention in the context of online price matching guarantees," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Shao, Wei & Shao, Guanglin, 2011. "Understanding choice-goal compatibility, dissonance and decision satisfaction," Australasian marketing journal, Elsevier, vol. 19(1), pages 14-21.

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