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The Cognitive Dissonance

In: Online Impulse Buying and Cognitive Dissonance

Author

Listed:
  • Giovanni Mattia

    (Roma Tre University)

  • Alessio Di Leo

    (La Sapienza University)

  • Ludovica Principato

    (Roma Tre University)

Abstract

As for the previous one, aim of the present chapter is to offer a comprehensive theoretical framework of cognitive dissonance. After the definition offered by Festinger, the founder of cognitive dissonance theory, at first the context of cognitive dissonance is examined, which mainly refer to the involvement toward the product and the lack of control on the purchasing process, and gives rise to a state of discomfort. Strategies which companies can put in place to help consumers reduce the adverse state of cognitive dissonance are proposed in the final part of the chapter.

Suggested Citation

  • Giovanni Mattia & Alessio Di Leo & Ludovica Principato, 2021. "The Cognitive Dissonance," Springer Books, in: Online Impulse Buying and Cognitive Dissonance, chapter 0, pages 13-23, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-65923-3_3
    DOI: 10.1007/978-3-030-65923-3_3
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    Cited by:

    1. Yang, Seungmi & Kwon, Youngsun, 2021. "Estimating the effects of Covid-19 and 5G in the submarkets of internet and mobile shopping," 23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world 238061, International Telecommunications Society (ITS).

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