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Article
Publication date: 27 March 2023

Xueying Zhang and Ziyuan Zhou

Employing cognitive dissonance theory, this study examines how consumers’ preexisting attitudes toward an issue, value involvement with the issue and consumer-company…

Abstract

Purpose

Employing cognitive dissonance theory, this study examines how consumers’ preexisting attitudes toward an issue, value involvement with the issue and consumer-company identification (CCI) influence their reactions to corporate social advocacy (CSA) through cognitive dissonance.

Design/methodology/approach

Study 1 conducted a 2 (CSA position: pro vs anti) × 3 (preexisting issue attitude: pro vs neutral vs anti) online quasi-experiment. The CSA messages were created in the context of same-sex marriage(s). Study 2 tested the hypotheses using an online survey in the context of gun control.

Findings

The results indicated that a conflict between consumers’ preexisting attitudes and a corporation’s stance on a controversial issue led to cognitive dissonance, which further led to consumers’ perceptions of the corporation being biased in both studies. Study 1 and Study 2 suggested a mixed effect of cognitive dissonance on participants’ inclination to disidentify with the corporation. Preexisting CCI appeared to have a direct negative influence on cognitive dissonance; however, value involvement and preexisting CCI were not found to significantly enhance the influence of consumers’ attitudes toward CSA on cognitive dissonance.

Originality/value

The study first extended the theoretical discussion of cognitive dissonance to a trendy strategic communication context. The results help public relations practitioners to better understand the segmented public groups and the risk of taking a stance on controversial issues.

Details

Journal of Communication Management, vol. 27 no. 4
Type: Research Article
ISSN: 1363-254X

Keywords

Article
Publication date: 16 May 2022

Shubhomoy Banerjee and Abhijit Ghosh

The purpose of this study is to study the impact of relationship marketing orientation (RMO) and relationship quality on customers' commitment and pro-marketer behavior (positive…

Abstract

Purpose

The purpose of this study is to study the impact of relationship marketing orientation (RMO) and relationship quality on customers' commitment and pro-marketer behavior (positive word of mouth and external attribution) after negative brand publicity by using the combined lens of relationship marketing theory and the theory of cognitive dissonance.

Design/methodology/approach

A survey was conducted among banking customers in India using an online questionnaire. Data were analyzed using structural equation modeling and the bootstrapping procedure using the SPSS process macro.

Findings

Contrary to conventional wisdom, findings of this study suggest that RMO and relationship quality are positively correlated to commitment even after negative publicity. The path between RMO, relationship quality and pro-provider behavior is found to be mediated by commitment. This indirect path is moderated by customers' cognitive dissonance arising out of the negative publicity.

Originality/value

The study establishes the combined roles of RMO and relationship quality in pre-empting the detrimental effects of negative brand publicity. Further, it establishes interactions of cognitive dissonance with these relationship variables, thereby bringing together literature from relationship marketing theory and cognitive dissonance theory.

Details

Asia-Pacific Journal of Business Administration, vol. 15 no. 5
Type: Research Article
ISSN: 1757-4323

Keywords

Article
Publication date: 13 August 2021

Shuai Qin

For the developed economies in Europe, to which refugees move, and as refugees’ enterprising expectations evolve, emerging cognitive factors have become closely intertwined with…

Abstract

Purpose

For the developed economies in Europe, to which refugees move, and as refugees’ enterprising expectations evolve, emerging cognitive factors have become closely intertwined with their post-arrival encounters. However, the link between refugees’ social cognition and entrepreneurship commitment tends to be overlooked. This paper aims to join the international debates regarding cognitions of refugee entrepreneurship and explain the bewildering effects of refugees’ social cognitive dissonance on refugee business support.

Design/methodology/approach

This paper reviews the extant knowledge of refugee entrepreneurship and refugee business support. It synthesizes the literature on cognitive dissonance, multiple embeddedness and hospitality to inform a conceptual model and explain the ramifications of refugees’ entrepreneurial cognition on refugee business support and how public attitudes in the destination transform accordingly.

Findings

This paper illustrates the prevalent imbalance between the provision of support and refugees’ anticipations in developed economies. A conceptual toolkit is framed to disclose the succeeding influence of cognitive dissonance on the performances of refugee business support. This framework indicates that the cognitive dissonance could elicit heterogeneous aftermath of refugee business support service, resulting in a deteriorated/ameliorated hospitality context.

Originality/value

This conceptual toolkit unfolds cognitive ingredients in the refugee entrepreneurship journey, providing a framework for understanding refugee business support and the formation of hospitality under cognitive dissonance. Practically, it is conducive to policymakers nurturing rational refugee anticipation, enacting inclusive business support and enhancing hospitality in the host country.

Details

Journal of Enterprising Communities: People and Places in the Global Economy, vol. 17 no. 2
Type: Research Article
ISSN: 1750-6204

Keywords

Article
Publication date: 3 June 2014

Seyed Shahin Sharifi and Mohammad Rahim Esfidani

The purpose of this paper is to study how relationship marketing can reduce cognitive dissonance in post-purchase stage and, thereby, increase customer satisfaction and encourage…

11414

Abstract

Purpose

The purpose of this paper is to study how relationship marketing can reduce cognitive dissonance in post-purchase stage and, thereby, increase customer satisfaction and encourage loyalty under mediating roles of trust and cognitive dissonance.

Design/methodology/approach

Based on a survey on consumers of cell phones, the authors tested the effects of relationship marketing on cognitive dissonance and then customer satisfaction, behavioural, and attitudinal loyalty, using structural equation modelling.

Findings

The results indicate that, thanks to relationship marketing, consumers undertook less cognitive dissonance in post-purchase stage. Thus, as consumers faced less cognitive dissonance, they represented more satisfaction and thereby behavioural and attitudinal loyalty. Additionally, the study confirmed the mediating role of trust and cognitive dissonance.

Practical implications

The results show that when brands and retailers make their ties with their customers stronger and encourage trust, they can discourage cognitive dissonance in post-purchase stage and thereby encourage customer satisfaction and behavioural and attitudinal loyalty.

Originality/value

Literature on post-purchase behaviour and cognitive dissonance shows how cognitive dissonance can reduce post-purchase satisfaction. Our research adds to the literature of both relationship marketing and post-purchase behaviour.

Details

International Journal of Retail & Distribution Management, vol. 42 no. 6
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 19 May 2023

Ting Chen, Xia Li and Yaoqing Duan

The discontinuous usage behavior of short video social media presents an ongoing challenge to platform development. The purpose of this study is to investigate the antecedents of…

Abstract

Purpose

The discontinuous usage behavior of short video social media presents an ongoing challenge to platform development. The purpose of this study is to investigate the antecedents of intentions to short media discontinuous usage.

Design/methodology/approach

This study adopts a Cognition–Affection–Conation (CAC) framework to analyze short video social media discontinuous intention on the basis of cognitive dissonance theory (CDT) and self-efficacy theory. The empirical evaluation of the research model was conducted using SmartPLS 2.0 and was based on questionnaire data obtained from participants in China.

Findings

The results show information overload and user addiction have a significant positive association with cognitive dissonance, which is, in turn, found to significantly impact discontinuous usage intention. Self-efficacy moderates the relationships between information overload, user addiction, cognitive dissonance and discontinuous usage.

Originality/value

This study contributes to the understanding of the factors that influence short video discontinuous usage intention and it achieves this by engaging from a CDT perspective and by applying Self-Efficacy Theory. Theoretical implications for future short video platform research, as well as practical suggestions for short video platform operators and users, are also discussed.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 14 April 2023

Razan Ibrahim Awwad, Blend Ibrahim, Cinoj George, Sameer Hamdan and Kiran Nair

This study aims to investigate the relative impacts of the cognitive dissonance on brand switching (BS) and satisfaction level (SAT) by considering the mediation role of purchase…

Abstract

Purpose

This study aims to investigate the relative impacts of the cognitive dissonance on brand switching (BS) and satisfaction level (SAT) by considering the mediation role of purchase regret (PRG) in these relationships in an online shopping context.

Design/methodology/approach

The data was collected from 354 participants, and structural equation modeling and mediation analysis were conducted to test the conceptual model hypotheses.

Findings

The findings revealed that the cognitive dissonance positively affects PRG. Also, the study indicated a negative and nonsignificant relationship between cognitive dissonance and SAT and a negative significant relationship between cognitive dissonance and BS. In addition, a positive and significant correlation was found between PRG and BS. Furthermore, the results revealed that PRG mediates the relationship between cognitive dissonance and SAT.

Originality/value

This research provides a novel contribution by examining the impact of the cognitive dissonance on BS and SAT and uncovering the underlying mechanism of how and under what conditions cognitive dissonance promotes BS and SAT in an online shopping context.

Details

Global Knowledge, Memory and Communication, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9342

Keywords

Article
Publication date: 23 November 2010

Babu P. George and Gallayanee Yaoyuneyong

The purpose of this paper is to examine certain aspects of the relationship between impulse buying and resulting cognitive dissonance in the context of spring break student…

8534

Abstract

Purpose

The purpose of this paper is to examine certain aspects of the relationship between impulse buying and resulting cognitive dissonance in the context of spring break student shopping.

Design/methodology/approach

The paper employs exploratory analysis utilizing a quantitative approach. The sample population was drawn from college students who went on shopping trips during their spring break. The survey instrument measures the cognitive dissonance construct and the impulsive trait, among other things. Because spring break shopping by students differs from typical adult shopping, some context specific nuances are also explored.

Findings

The first hypothesis tested was that the level of cognitive dissonance resulting from impulsive buying would be significantly greater than that which occurred after a planned purchase. Additionally, informed by prior theory, it was expected that more impulsive individuals would experience a higher level of cognitive dissonance after an unplanned purchase than less impulsive individuals. However, the empirical data were found to directly contradict these hypotheses. Impulsive buyers seem to experience rather lower levels of cognitive dissonance than planned buyers. Likewise, when a typically non‐impulsive buyer makes an impulsive purchase, the cognitive dissonance experienced by him is seen to be significantly higher than when a typically impulsive buyer makes such a purchase. These findings lead to a new theory, according to which, impulse buying behavior may be a coping strategy used to avoid discomfort associated with the possible disconfirmation of expectations.

Originality/value

Understanding present generation college students' consumption‐related behavior may give vital clues about the changing nature of consumption, as well as offering predictors for the consumption behavior of the adult population in the near future. In addition, by testing certain so far unexplored aspects of the relationship between impulse buying and cognitive dissonance, the paper enriches consumer research literature.

Details

Young Consumers, vol. 11 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 8 February 2016

Stephen Wilkins, Carina Beckenuyte and Muhammad Mohsin Butt

The purpose of this study is to discover the extent to which consumers are aware of air filling in food packaging, the extent to which deceptive packaging and slack filling …

7143

Abstract

Purpose

The purpose of this study is to discover the extent to which consumers are aware of air filling in food packaging, the extent to which deceptive packaging and slack filling – which often result from package downsizing – lead to cognitive dissonance and the extent to which feelings of cognitive dissonance and being deceived lead consumers to engage in negative post-purchase behaviours.

Design/methodology/approach

The study analysed respondents’ reactions to a series of images of a specific product. The sample consisted of consumers of fast-moving consumer goods (FMCG) in the UK. Five photographs served as the stimulus material. The first picture showed a well-known brand of premium chocolate in its packaging and then four further pictures each showed a plate with a different amount of chocolate on it, which represented different possible levels of package fill.

Findings

Consumer expectations of pack fill were positively related to consumers’ post-purchase dissonance, and higher dissonance was negatively related to repurchase intentions and positively related to both intended visible and non-visible negative post-purchase behaviours, such as switching brand and telling friends to avoid the product. Furthermore, consumers with low product involvement were less likely to repurchase the brand, and were more willing to engage in visible and non-visible negative behaviours.

Research limitations/implications

The key message from this study is that consumers’ post-purchase dissonance is likely to damage the firm. Although firms may initially achieve increased sales through deceptive packaging and slack filling, these practices risk damaging a brand’s reputation and consumer loyalty to the brand. Firms need to strike a balance between packaging size and content, and as consumer expectations are likely to vary across different products, individual companies should engage in market research and substantive market testing.

Originality/value

To the authors’ knowledge, this is the first study that investigates antecedents and consequences of cognitive dissonance experienced by consumers which was caused by perceived deceptive packaging and/or slack filling.

Details

European Journal of Marketing, vol. 50 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 12 April 2021

Olivia Johnson, Christin Seifert and Angie Lee

To address the volatile nature of the retail industry, retailers have adopted clothing subscription services (CSS) to meet the demanding needs of consumers. This study provides…

1405

Abstract

Purpose

To address the volatile nature of the retail industry, retailers have adopted clothing subscription services (CSS) to meet the demanding needs of consumers. This study provides insight into different types of CSS, as well as a process by which behavioural intentions are influenced by CSS type through cognitive dissonance (wisdom of purchase and emotional dissonance) and attitude towards the CSS.

Design/methodology/approach

An experimental design manipulating the CSS type (full/partial/none) was conducted among 358 US consumers to test the proposed hypotheses.

Findings

Hayes PROCESS macro model results demonstrated that consumers did not experience more cognitive dissonance towards a partially, fully curated or non-curated CSS. However, a significant interaction effect further uncovered that consumers with high aesthetic perception experience more negative wisdom of purchase towards a fully compared to a partially curated CSS, thereby impacting attitude and behavioural intention towards CSS.

Practical implications

Due to today's rapidly evolving retail industry, retailers endeavouring to engage in this business model should come up with strategies to turn a visitor into a subscriber and decrease hesitation in novice consumers. Moreover, retailers should ascertain consumers’ level of aesthetic perception as it plays an important role in CSS adoption.

Originality/value

We introduced a unique operationalization of CSS types by differentiating between fully, partially and non-curated subscriptions, which are commonly employed in the subscription-box marketplace. The previous literature rarely makes distinctions between these types, although our findings show that consumers perceive them differently.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 10
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 8 May 2017

N. Meltem Cakici and Paurav Shukla

Extant research shows that consumers regularly misclassify country-of-origin (COO) associated with brands. The purpose of this paper is to examine changes in behavioral intentions…

3557

Abstract

Purpose

Extant research shows that consumers regularly misclassify country-of-origin (COO) associated with brands. The purpose of this paper is to examine changes in behavioral intentions (i.e. purchase intentions for self and others and brand judgments) when consumers are made aware that they have misclassified the COO and then are informed of the brand’s correct origin. Drawing on cognitive dissonance theory, the authors also explore the moderating roles of consumer affinity, animosity, and product knowledge.

Design/methodology/approach

Two experiments test the direct and moderating effects of COO misclassification awareness on behavioral intentions.

Findings

The findings show detrimental effects of misclassification on behavioral intentions when consumers have high affinity with misclassified COO. Moreover, the experiments demonstrate a significantly greater decrease in behavioral intentions among experts than novices in the low-affinity condition and the reverse effect in the high-affinity condition.

Practical implications

The negative effects of COO misclassification on consumer behavioral intentions highlight the need for managers to proactively avoid misclassification. The findings should also aid managers in developing responsive marketing campaigns that consider consumer affinity, animosity, and level of product knowledge.

Originality/value

This research is the first to compare consumer behavioral responses before and after COO misclassification awareness. The study demonstrates that cognitive dissonance underpins the process of misclassification. It also contributes to COO literature by examining the interaction of consumer affinity and animosity with product knowledge and their influence on consumer behavior in the case of COO misclassification.

Details

International Marketing Review, vol. 34 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

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