Abstract
Cognitive dissonance occurs when people have to choose between two equally attractive goods. The unpleasant feeling, in turn, leads to a consequent pressure to reduce it. However, the strong interest in food in consumers’ life makes the line between high and low involvement purchases indistinct where also grocery shopping could trigger cognitive dissonance. In this research 100 males and females performed a virtual shopping spree using rate – choose – rate again. In accordance with previous studies, the results showed that participants did give a more favorable score for chosen items. Contradicting to previous research, the results showed that cognitive dissonance occur even for goods categorized as low involvement purchases.
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