Abstract
Consumer psychology has always been the centre of concern for the marketers from the old time and understanding the underlying aspects leads to effective decision making. The present study elicits the concept of post purchase cognitive dissonance in the consumers and embraces its implications in studying the consumer behaviour. A survey was conducted and well framed questionnaire was constructed covering various dimensions of variables studied. Some of the underlying dimensions of cognitive dissonance have been rigorously discussed and statistically tested in this study. Specifically, the impact of product involvement, time taken to make a purchase decision and level of information search on the cognitive dissonance have been analysed that provides really significant benefits to the marketers.
Highlights
Understanding Consumer Behaviour is a significant approach in every marketing strategy of a firm and a comprehensive examination of the various dimensions and aspects has to be done for the organisation’s success
The dissonance may be developed in pre-decisional phase in the consumer’s decision making process due to the various forgone competitor’s product features against in the purchased ones (Koller and Salzberger, 2007) or in the post purchase phase due to the disconfirmation of initial expectations about the product. This leads to stage of cognitive dissonance which comes in existence when a consumer become confused on the two beliefs held by him that cannot exist together and creates a psychological discomfort for him
The dissonance was tested against the amount of time taken by a consumer in making a purchase decision and the results showed that a significant p value (0.000
Summary
Understanding Consumer Behaviour is a significant approach in every marketing strategy of a firm and a comprehensive examination of the various dimensions and aspects has to be done for the organisation’s success. The dissonance may be developed in pre-decisional phase in the consumer’s decision making process due to the various forgone competitor’s product features against in the purchased ones (Koller and Salzberger, 2007) or in the post purchase phase due to the disconfirmation of initial expectations about the product. This leads to stage of cognitive dissonance which comes in existence when a consumer become confused on the two beliefs held by him that cannot exist together and creates a psychological discomfort for him. The personal characteristics of the customer may have a significant impact on the postpurchase behaviour due to the dynamic psychological changes incur in their minds (evaluation of products)
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