Cognitive dissonance and mobile application continued use intentions: a thematic analysis

Kavita Sharma () and Shveta Kalra ()
Additional contact information
Kavita Sharma: University of Delhi
Shveta Kalra: University of Delhi

DECISION: Official Journal of the Indian Institute of Management Calcutta, 2024, vol. 51, issue 2, No 6, 213-231

Abstract: Abstract Although downloads of mobile apps worldwide have increased constantly over the years, they necessarily require continued use for marketers and brands to tap into this immensely profitable industry. We used cognitive dissonance theory and integrated it with the investment model in the context of mobile applications to explore whether continued app use necessarily involves dissonance-reducing mechanisms, given that users, mainly those younger in age, assume that there should be an app for everything. This study explores the ontological complexity of mobile apps with the help of qualitative research design to understand individuals’ cognitive and behavioural patterns in the use and post-use phases of the decision-making process. Using thematic analysis the study explored varied cognitive and emotional aspects of dissonance arousal in mobile app use and post-use instances and provides interesting insights that benefit firms in ensuring their effective use.

Keywords: Mobile apps; Cognitive dissonance; Dissonance feelings; Uninstallation of app; NVivo (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s40622-024-00389-w Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:decisn:v:51:y:2024:i:2:d:10.1007_s40622-024-00389-w

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/40622

DOI: 10.1007/s40622-024-00389-w

Access Statistics for this article

DECISION: Official Journal of the Indian Institute of Management Calcutta is currently edited by Rajesh Babu

More articles in DECISION: Official Journal of the Indian Institute of Management Calcutta from Springer, Indian Institute of Management Calcutta
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().