Abstract

Abstract: This study develops and validates a scale to assess the impact of reported dissonance on post-purchase responses (attitude change, trivialisation, selective exposure, justification) respectively and applies the instrument to high involvement consumers. A sample of 200 new motor vehicle buyers who purchased from a leading and reputable motor vehicle company in KwaZulu-Natal, South Africa, was drawn using stratified random sampling based on range of motor vehicle (bottom, middle, top) and month of purchase. Initially, exploratory factor analysis (EFA) was used to extract the factors. The reliability of the modified questionnaire was then assessed using Cronbach’s Coefficient Alpha. Thereafter, confirmation factor analysis (CFA) was used to establish if the measurement model is a good fit and to develop and test the model structure in SEM, which generated a good model fit. Pearson r was computed to assess the relationship amongst the dimensions. Using structural equation modelling, the results support significant inverse relationships between reported dissonance and attitude change, trivialisation and justification respectively. Whilst the inverse relationship between reported dissonance and selective exposure was supported using correlation, it was not confirmed using SEM. Recommendations, based on the findings, are presented and are directed at reducing reported dissonance and effectively managing post-purchase interactions and responses.Keywords: Post-purchase evaluation, reported dissonance, attitude change, trivialisation, selective exposure, justification

Highlights

  • In an environment of endless choices marketers have realised that it is easier to keep existing customers than to attract new ones

  • Measurement model and factor structure: The study assesses the relationship between reported dissonance and attitude change, trivialisation, selective exposure and justification respectively using a self-developed questionnaire comprising of 28 items relating to these five constructs

  • The results indicate that there is a threshold beyond which buyers will recognize that any attempts to engage in post-purchase responses will be futile

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Summary

Introduction

In an environment of endless choices marketers have realised that it is easier to keep existing customers than to attract new ones. Consumers do not function in isolation (Brijball, 2003) as these variables continuously and concurrently intercept and have a significant impact on the consumer’s ultimate choice This means that in any decision process, the consumer draws external information and assimilates it with his/her internal variables such as needs, attitudes and perceptions. The individual engages in extensive internal and external information search, often uses numerous sources and thoroughly evaluates multiple alternatives in extended decision-making (Dubey, 2014; Hansen, 2005; Hoelzl, Pollai & Kastner, 2011; Koklič & Vida, 2009; Peter & Olson, 2010). The individual is likely to engage in detailed evaluation of the purchase

Theory underpinning the study
Methodology
Findings
Discussion
Recommendations and Conclusion
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