Cognitive Dissonance as an Effect of Indulging on Credit

Abstract

Indians are known to have high regard for savings, thanks to the age-old pro-saving lessons that are part of the Indian DNA. Till recently, this deep-rooted pro-savings attitude made sure that Indian consumers were uncomfortable with the idea of indulging, and indulging on credit has been a taboo. However, changing lifestyles and exposure to the glamour and thrill of spending are unfastening this grip. If numbers of “active card holders” and “usage of credit” are any indicator, than Indians have started accepting credit as a way of life. Most of the research work carried out on the subject is restricted to “usage patterns” in different markets and impact of demographic factors and lifestyle on acceptance and usage of credit cards. This study is aimed at finding insights on whether consumers feel that credit cards encourage them to indulge and post-spending there is a higher level of cognitive dissonance. Data, for this study, have been collected from upper-middle-class urban consumers and analyzed through statistical tools to figure out the answers to these questions. This study can be of immense use for credit card marketers as they can figure out if they have to reduce the cognitive dissonance of the consumers of their credit cards and they will also figure out whether brand positioning based on symbolic benefits would be advantageous or utilitarian value that the brand offers.