Why do consumers free ride? Investigating the effects of cognitive effort on postpurchase dissonance

With the popularized of Internet and smart mobile devices, people nowadays can complete shopping process in seconds. Hence, consumers' reliance toward online shopping is getting stronger. Yet, contrasting to the shopping experience in physical store, the chance of impulse buying and product return increases when consumers shops online. Subsequently, problems like post-purchase dissonance (e.g. emotion dissonance, product dissonance) arise as well. Therefore, in order to Figure out what causes impulse buying behavior and the relationship with cognitive dissonance, we adopt the concept from Powers and Jacks [1]. Also, despite of two shopping values as antecedents for impulse buying, we supplement time pressure from Tıgli and Kaytaz Yigit [2] as well. Consequently, we attach return tendency, which are to explore the effect of post-purchase dissonance. In this study, we conduct a survey and receive 155 valid response in total, and the result shows that time pressure and emotion dissonance are the main factors influence impulse buying. To sum up. our findings may be useful for retailers attempting to operate websites in e-commerce.

Purpose – The purpose of this study is to discover the extent to which consumers are aware of air filling in food packaging, the extent to which deceptive packaging and slack filling – which often result from package downsizing – lead to cognitive dissonance and the extent to which feelings of cognitive dissonance and being deceived lead consumers to engage in negative post-purchase behaviours. Design/methodology/approach – The study analysed respondents’ reactions to a series of images of a specific product. The sample consisted of consumers of fast-moving consumer goods (FMCG) in the UK. Five photographs served as the stimulus material. The first picture showed a well-known brand of premium chocolate in its packaging and then four further pictures each showed a plate with a different amount of chocolate on it, which represented different possible levels of package fill. Findings – Consumer expectations of pack fill were positively related to consumers’ post-purchase dissonance, and higher dissonance was negatively related to repurchase intentions and positively related to both intended visible and non-visible negative post-purchase behaviours, such as switching brand and telling friends to avoid the product. Furthermore, consumers with low product involvement were less likely to repurchase the brand, and were more willing to engage in visible and non-visible negative behaviours. Research limitations/implications – The key message from this study is that consumers’ post-purchase dissonance is likely to damage the firm. Although firms may initially achieve increased sales through deceptive packaging and slack filling, these practices risk damaging a brand’s reputation and consumer loyalty to the brand. Firms need to strike a balance between packaging size and content, and as consumer expectations are likely to vary across different products, individual companies should engage in market research and substantive market testing. Originality/value – To the authors’ knowledge, this is the first study that investigates antecedents and consequences of cognitive dissonance experienced by consumers which was caused by perceived deceptive packaging and/or slack filling.

Purpose– The research practice in management research is dominantly based on structural equation modeling (SEM), but almost exclusively, and often misguidedly, on covariance-based SEM. The purpose of this paper is to question the current research myopia in management research, because the paper adumbrates theoretical foundations and guidance for the two SEM streams: covariance-based and variance-based SEM; and improves the conceptual knowledge by comparing the most important procedures and elements in the SEM study, using different theoretical criteria.Design/methodology/approach– The study thoroughly analyzes, reviews and presents two streams using common methodological background. The conceptual framework discusses the two streams by analysis of theory, measurement model specification, sample and goodness-of-fit.Findings– The paper identifies and discusses the use and misuse of covariance-based and variance-based SEM utilizing common topics such as: first, theory (theory background, relation to theory and research orientation); second, measurement model specification (type of latent construct, type of study, reliability measures, etc.); third, sample (sample size and data distribution assumption); and fourth, goodness-of-fit (measurement of the model fit and residual co/variance).Originality/value– The paper questions the usefulness of Cronbach'sαresearch paradigm and discusses alternatives that are well established in social science, but not well known in the management research community. The author presents short research illustration in which analyzes the four recently published papers using common methodological background. The paper concludes with discussion of some open questions in management research practice that remain under-investigated and unutilized.

본 튜토리얼은 R을 이용하여 공분산 기반의 구조방정식모델링을 수행하는 방법을 제시하고 있다. 이를 위해 본 튜토리얼에서는 기존 연구들에 대한 리뷰를 통해 공분산 기반의 구조방정식모델링을 위한 기준들을 정의하고, 하나의 예시 연구모형을 제시하여 공분산 기반의 구조방정식모델링을 지원하는 R 패키지인 "lavaan"을 이용하여 이 예시 모형을 분석하는 것을 보여준다. 결과물로 본 튜토리얼에서는 예시모형을 대상으로 한 R을 이용한 공분산 기반의 구조방정식모델링 기법과 실습 스크립트가 제시되었다. 본 튜토리얼은 공분산 기반의 구조방정식모델링을 처음 접하는 연구자들에게는 연구모형을 구조방정식 모델링으로 분석하는데 유용한 가이드가 될 것이며, 이미 공분산 기반의 구조방정식모델링에 익숙한 연구자들에게는 R을 이용한 새로운 공분산 기반의 구조방정식모델링 분석기법 제시를 통하여 R이라는 통합된 통계 소프트웨어 운영환경에서 심도 있는 연구를 위한 기반 지식을 제공할 것이다. This tutorial presents an approach to perform the covariance based structural equation modeling using the R. For this purpose, the tutorial defines the criteria for the covariance based structural equation modeling by reviewing previous studies, and shows how to analyze the research model with an example using the "lavaan" which is the R package supporting the covariance based structural equation modeling. In this tutorial, a covariance-based structural equation modeling technique using the R and the R scripts targeting the example model were proposed as the results. This tutorial will be useful to start the study of the covariance based structural equation modeling for the researchers who first encounter the covariance based structural equation modeling and will provide the knowledge base for in-depth analysis through the covariance based structural equation modeling technique using R which is the integrated statistical software operating environment for the researchers familiar with the covariance based structural equation modeling.

The study aims in analyzing the product involvement and post-purchase dissonance among consumers of high-priced apparel in Kathmandu Metropolitan City. Utilizing the Theory of Cognitive Dissonance and Self-Congruity Theory, the study examines how these psychological concepts influence consumer regret and satisfaction. In this context, product involvement is considered the independent variable, post-purchase dissonance the dependent variable, and income status, categorized into high and low, as the moderating variable. The study aims to identify factors driving consumer effort and remorse, analyze differences in product involvement and dissonance across income groups, and explore the relationship between product involvement and dissonance. Surprisingly, this study demonstrates that the influence of product involvement on post- purchase dissonance is minimal, with both high-income and low-income consumers exhibiting comparable levels of regret and dissatisfaction with their apparel purchases. The findings highlight a consistent pattern across different income groups, with no substantial differences in their return behaviors or product evaluations. Additionally, the weak correlation between product involvement and post-purchase dissonance suggests that increased involvement in the purchase decision does not significantly alter the level of consumer regret. Gender and age-related patterns show that both males and females experience post-purchase dissonance, and younger consumers are more engaged with product reviews and ratings. These insights offer valuable implications for understanding consumer behavior in the high-priced apparel market and can guide companies in refining their marketing strategies to better meet consumer expectations and mitigate dissatisfaction.

Using cognitive consistency theory, we explored the mechanisms of prospective renters' cognitive processing and cognitive outcomes of reviewing rental listing information on the Internet. We conducted an eye-movement experiment with 102 prospective renters to investigate the mechanisms influencing their cognitive processing and outcomes, via a 2 (comment form: subjective, objective) × 2 (risk preference: risk avoider, risk preference) factorial design. The results show that (a) subjective reviews required more cognitive processing effort than did objective reviews, but the perceived trust level of subjective reviews was lower; (b) risk-averse (vs. risk-inclined) participants put more cognitive effort into processing listing information, but their perceived trust in the listing information was lower; and (c) participants' perceived trust in listing information was mainly influenced by the display attributes of the webpage, rather than the review information. Our results will help Internet rental companies understand tenants' information concerns and enhance their online display pages in a targeted manner.

This study compares the two widely used methods of Structural Equation Modeling (SEM): Covariance based Structural Equation Modeling (CB-SEM) and Partial Least Squares based Structural Equation Modeling (PLS-SEM). The first approach is based on covariance, and the second one is based on variance (partial least squares). It further assesses the difference between PLS and Consistent PLS algorithms. To assess the same, empirical data is used. Four hundred sixty-six respondents from India, Saudi Arabia, South Africa, the USA, and few other countries are considered. The structural model is tested with the help of both approaches. Findings indicate that the item loadings are usually higher in PLS-SEM than CB-SEM. The structural relationship is closer to CB-SEM if a consistent PLS algorithm is undertaken in PLS-SEM. It is also found that average variance extracted (AVE) and composite reliability (CR) values are higher in the PLS-SEM method, indicating better construct reliability and validity. CB-SEM is better in providing model fit indices, whereas PLS-SEM fit indices are still evolving. CB-SEM models are better for factor-based models like ours, whereas composite-based models provide excellent outcomes in PLS-SEM. This study contributes to the existing literature significantly by providing an empirical comparison of all the three methods for predictive research domains. The multi-national context makes the study relevant and replicable universally. We call for researchers to revisit the widely used SEM approaches, especially using appropriate SEM methods for factor-based and composite-based models.

Feeling displeasure from online social media postings: A study using cognitive dissonance theory

The study investigates whether cognitive and affective post-purchase dissonance mediate the relationship between perceived impulsiveness and repurchase intention. Using purposive sampling, data were collected from 220 respondents, predominantly women with bachelor’s degrees. The study applied Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis. The findings indicate that cognitive and affective post-purchase dissonance do not function as mediators in the relationship between perceived impulsiveness and repurchase intention. Practical implications of the study suggest that companies, especially e-commerce platforms, should focus on minimizing post-purchase dissonance to enhance customer satisfaction and retention. Strategies such as streamlined product return policies and responsive customer service can play a vital role in achieving this. These measures can help address consumer doubts and negative emotions following impulsive purchases, fostering greater trust and loyalty. This research contributes to the understanding of consumer behavior in online retail but highlights the need for further exploration using mixed methods to better capture the emotional nuances of post-purchase dissonance. Additionally, expanding the scope to include diverse products and demographics could enrich future findings.

Index

With the rise of m-commerce, consumers' shopping habit nowadays has changed. People now rely on mobile devices to purchase goods. However, as the convenience m-commerce bring about, the chance which consumers have impulse buying behaviors also increases. Furthermore, problems like post-purchase dissonance (e.g. emotion dissonance, product dissonance) arise as well. Therefore, in order to have better understanding of what cause impulse buying behavior and the relationship with cognitive dissonance, we adopt the concept from Powers and Jacks [1]. Moreover, we also consider hedonic value, utilitarian value and mobile page quality as the antecedents of impulse buying behavior. In this study, we use beauty product as the subject to conduct our surveys. After data collection, we receive 107 valid responses in total, and the result shows that hedonic value is the main reason influence impulse buying. To sum up. our findings may be useful for retailers attempting to start their businesses with m-commerce.

With the rapid development of technology and the widespread adoption of the Internet, e-commerce has become an integral part of people's daily lives. In e-commerce scenarios, consumers can browse and purchase goods anytime and anywhere, enjoying unprecedented convenience. However, at the same time, the issue of post-purchase dissonance has gradually become prominent. This paper aims to explore the influencing factors and management measures of consumer post-purchase dissonance psychology in e-commerce scenarios. The article first reviews the theory of post-purchase dissonance and the theory of perceived psychological contract violation-, providing a theoretical foundation for subsequent research. Then, through a literature review, it identifies multiple factors affecting consumer post-purchase dissonance, including customer service quality, costs incurred from returns, and uncertainties in online shopping. To effectively manage post-purchase dissonance, enterprise managers should focus on improving service quality, optimizing the return process, and reducing shopping uncertainties. Additionally, strengthening consumer education and enhancing their cognitive ability regarding product information and decision-making skills in shopping are also important ways to reduce post-purchase dissonance.

With the rapid development of technology and the widespread adoption of the Internet, e-commerce has become an integral part of people's daily lives. In e-commerce scenarios, consumers can browse and purchase goods anytime and anywhere, enjoying unprecedented convenience. However, at the same time, the issue of post-purchase dissonance has gradually become prominent. This paper aims to explore the influencing factors and management measures of consumer post-purchase dissonance psychology in e-commerce scenarios. The article first reviews the theory of post-purchase dissonance and the theory of perceived psychological contract violation-, providing a theoretical foundation for subsequent research. Then, through a literature review, it identifies multiple factors affecting consumer post-purchase dissonance, including customer service quality, costs incurred from returns, and uncertainties in online shopping. To effectively manage post-purchase dissonance, enterprise managers should focus on improving service quality, optimizing the return process, and reducing shopping uncertainties. Additionally, strengthening consumer education and enhancing their cognitive ability regarding product information and decision-making skills in shopping are also important ways to reduce post-purchase dissonance.

PurposeThough online impulsive buying emerged mostly in Western cultures, it has been widely expanded as a key pattern among online customers in emerging markets. Interestingly, while few studies suggest that engaging in unplanned purchase actions (i.e. impulsive buying) is not always associated with negative emotions among customers (i.e. postpurchase cognitive dissonance), others suggest that impulsive buying is directly associated with cognitive dissonance. This paper aims to investigate and understand the key antecedents of online impulsive buying among Moroccan Gen Z consumers, and how it contributes to postpurchase dissonance. The authors also try to gain deeper insights by investigating the disparities between males and females using mutigroup analysis.Design/methodology/approachBased on data collected from 333 Moroccan Gen Zers, the hypothesized model was empirically tested using a partial least squares estimation.FindingsFirst, the results confirm that impulsive buying is positively associated with postpurchase dissonance. Second, while hedonic shopping motivation, fear of missing out and materialism were found to significantly impact online impulsive buying, price value and online reviews had no significant effect on online impulsive purchases. The importance–performance matrix also suggests that the fear of missing out is the most important factor leading to online impulsive buying, followed by hedonic shopping motivation and materialism. Finally, the results confirm that female shoppers are more likely to engage in impulsive buying behavior, and this was mainly due to higher fear of missing out, hedonic shopping motivation and materialism.Practical implicationsFirst, the study findings can help online merchants to construct well-designed online shopping platforms and effective e-marketing tactics to stimulate purchase intentions among Gen Z shoppers. Online merchants should also attempt to reduce the negative feelings associated with unplanned buying behavior by introducing additional incentives, effective consumer interactivity and flexible return policies. This would help online suppliers in retaining customers and transforming impulse purchases into more recurrent ones. Second, online retailers should take into consideration the differences between male and female consumers by appealing to the role of gender in purchase situations when marketing their products and services. Finally, the findings offer interesting implications to society by allowing online shoppers to make well-informed purchase decisions without being influenced by personal and products’ traits.Originality/valueWhile prior research assessed the investigated constructs in separate models, the study suggests an integrated framework that incorporates different determinants of online impulsive shopping as well as its impact on postpurchase cognitive dissonance. Additionally, the authors explored the moderating effect of gender to gain deeper insights with regard to the disparities between males and females while engaging in online impulsive buying. To the best of the authors’ knowledge, this study is the first of its kind to investigate the antecedents of online impulsive buying among Gen Z consumers in Arab countries and Africa.

© 2020 Australian and New Zealand Marketing Academy Covariance Based – Structural Equation Modelling (CB-SEM) is often used to investigate moderation and latent interaction effects. This study illustrates and compares the application of constrained, unconstrained and orthogonalized CB-SEM approaches to latent variable interaction analysis using AMOS. Although all three techniques provided similar parameter estimates, the orthogonalized approach provided reduced standard errors resulting in identifying a significant latent interaction, suggesting the orthogonalized approach may be better suited for exploratory research. The illustrated example demonstrates three CB-SEM techniques, and the simplicity of the three approaches to test for interaction effects. The three approaches can be comfortably implemented in available software programs. Guidelines and recommendations for the use of the three approaches are identified with a step-wise process of assessing the latent interaction effect in CB-SEM. As far as we are aware this is the first investigation comparing and recommending specific CB-SEM latent variable moderation analysis techniques in marketing research.