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

Abstract

Purpose

Building on the theoretical paradigms of consumer free-riding and cognitive dissonance, this study aims to evaluate whether consumers’ cognitive effort when making a purchase decision impacts upon the relationship between free-riding habits and postpurchase cognitive dissonance.

Design/methodology/approach

To explore the relationship between cross-channel free-riding, cognitive efforts and cognitive dissonance, a framework was conceptualized and empirically tested on a sample of 518 Italian consumers. Covariance-based structural equation modeling and bootstrapped mediation analysis was performed with the PROCESS macro.

Findings

Results show that the more cognitively involved a free-riding consumer is, the more he/she will experience postpurchase cognitive dissonance.

Originality/value

Modern consumers habitually finalize their purchase activities through multiple different channels. The abundance of e-commerce/online platforms does indeed offer consumers a plethora of alternatives to physical/offline stores. Hence, consumers have been seen to act as “free-riders.” It is becoming more and more common for consumers to seek information in physical stores and then purchase a product online more conveniently. This notwithstanding, it has emerged that free-riding consumers tend to experience cognitive dissonance – which is a sensation of emotional discomfort – after making their purchases. The causes of this phenomenon are yet to be fully unpacked.

Citation

Nosi, C., Zollo, L., Rialti, R. and Ciappei, C. (2022), "Why do consumers free ride? Investigating the effects of cognitive effort on postpurchase dissonance", Journal of Consumer Marketing, Vol. 39 No. 5, pp. 417-431. https://doi.org/10.1108/JCM-02-2021-4436