Cognitive Dissonance and Buyers¡¯ Coping Mechanisms: A Comparative Study of US and Indian Consumers

Qazi Asif Zameer and Raj Devasagayam

International Journal of Business Administration, 2015, vol. 6, issue 3, 1-14

Abstract: This study empirically examined difference in the cognitive dissonance resolution behavior of US and Indian consumers. The data was collected through an online survey through the use of convenience and snowball sampling techniques. The use of ANOVA provided the results that indicate that Indian consumers are more cautious and risk-averse in their approach to purchases than US consumers. US consumers demonstrate a higher level of individualistic thinking and are more confident of their choices while Indian consumers have more collectivistic thinking and want peer approval of their choices. US consumers came out to be more aggressive in their post purchase dissonance reducing behavior while Indian consumers appeared to be more willing to compromise with a bad purchase.

Keywords: cognitive dissonance; post purchase dissonance; dissonance reducing behavior; coping mechanism; USA and Indian consumers (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:jfr:ijba11:v:6:y:2015:i:3:p:1-14

DOI: 10.5430/ijba.v6n3p1

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