The Cognitive Dissonance

Giovanni Mattia (), Alessio Di Leo () and Ludovica Principato ()
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Giovanni Mattia: Roma Tre University
Alessio Di Leo: La Sapienza University
Ludovica Principato: Roma Tre University

Chapter Chapter 3 in Online Impulse Buying and Cognitive Dissonance, 2021, pp 13-23 from Springer

Abstract: Abstract As for the previous one, aim of the present chapter is to offer a comprehensive theoretical framework of cognitive dissonance. After the definition offered by Festinger, the founder of cognitive dissonance theory, at first the context of cognitive dissonance is examined, which mainly refer to the involvement toward the product and the lack of control on the purchasing process, and gives rise to a state of discomfort. Strategies which companies can put in place to help consumers reduce the adverse state of cognitive dissonance are proposed in the final part of the chapter.

Keywords: Cognitive dissonance; Anxiety; Involvement; Decision control; Discomfort; Reduction strategies (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-65923-3_3

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DOI: 10.1007/978-3-030-65923-3_3

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