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Volume 28 Number 3 December 2003
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Are There Cognitive Dissonance Segments?
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Geoffrey N. Soutar and Jillian C. Sweeney
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Abstract
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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.
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Download this article.
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Keywords
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COGNITIVE DISSONANCE; SEGMENTATION; CLUSTER ANALYSIS.
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Contact Details
Geoffrey N. Soutar
UWA Business School
The University of Western Australia
Perth WA 6009
E-mail: gsoutar@ecel.uwa.edu.au
Jillian C. Sweeney
UWA Business School
The University of Western Australia
Perth WA 6009
E-mail: jsweeney@ecel.uwa.edu.au
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The helpful comments of the two reviewers and the
editor are gratefully acknowledged, although
responsibility remains with the authors.
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