Are There Cognitive Dissonance Segments?

Geoffrey N. Soutar and Jillian C. Sweeney
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Geoffrey N. Soutar: UWA Business School, University of Western Australia, Perth WA 6009.
Jillian C. Sweeney: UWA Business School, University of Western Australia, Perth WA 6009.

Australian Journal of Management, 2003, vol. 28, issue 3, 227-249

Abstract: Cognitive Dissonance has interested consumer researchers for many years. Until recently, however, there has not been an accepted consumer dissonance scale. Using a recently developed scale, the present study examined the presence of dissonance segments in two customer samples, in which a significant minority of respondents experienced dissonance. Similar segments were found in both clusters, suggesting they may be common across a number of purchase contexts. Further investigation found some background differences, although a number of suggested relationships (e.g. price would affect dissonance) were not supported. Given the potential negative effects of dissonance, managers need to give this construct their attention.

Keywords: COGNITIVE DISSONANCE; SEGMENTATION; CLUSTER ANALYSIS (search for similar items in EconPapers)
Date: 2003
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:ausman:v:28:y:2003:i:3:p:227-249

DOI: 10.1177/031289620302800301

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