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Are There Cognitive Dissonance Segments?

Author

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  • Geoffrey N. Soutar

    (UWA Business School, University of Western Australia, Perth WA 6009.)

  • Jillian C. Sweeney

    (UWA Business School, University of Western Australia, Perth WA 6009.)

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.

Suggested Citation

  • Geoffrey N. Soutar & Jillian C. Sweeney, 2003. "Are There Cognitive Dissonance Segments?," Australian Journal of Management, Australian School of Business, vol. 28(3), pages 227-249, December.
    • Handle: RePEc:sae:ausman:v:28:y:2003:i:3:p:227-249
    DOI: 10.1177/031289620302800301
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    References listed on IDEAS

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    1. Dittmar, Helga & Drury, John, 2000. "Self-image - is it in the bag? A qualitative comparison between "ordinary" and "excessive" consumers," Journal of Economic Psychology, Elsevier, vol. 21(2), pages 109-142, April.
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    Cited by:

    1. Juvan, Emil & Dolnicar, Sara, 2014. "The attitude–behaviour gap in sustainable tourism," Annals of Tourism Research, Elsevier, vol. 48(C), pages 76-95.
    2. Mirza A. Haq, Arsalan Mujahid Ghouri, 2017. "Distinctive Characteristics of Mobile Advertising in Measuring Consumers' Attitude: An Empirical Study," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 4(2), pages 199-216, October.
    3. Debra Grace & Mitchell Ross & Ceridwyn King, 2018. "Brand fidelity: a relationship maintenance perspective," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 577-590, November.
    4. Sanjana Brijball Parumasur & Nabendra Parumasur, 2016. "Scale Development, Validation and Use of Structural Equation Modelling to Test the Impact of Consumer Confidence and Persuasibility on Dissonance," Journal of Economics and Behavioral Studies, AMH International, vol. 8(1), pages 58-68.
    5. Olivier Brunel & Céline Gallen, 2012. "Pour une réhabilitation d'une dissonance cognitive ante-décisionnelle," Working Papers hal-00693419, HAL.

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