This study empirically examined difference in the cognitive dissonance resolution behavior of US and Indian consumers. The data was collected through an online survey through the use of convenience and snowball sampling techniques. The use of ANOVA provided the results that indicate that Indian consumers are more cautious and risk-averse in their approach to purchases than US consumers. US consumers demonstrate a higher level of individualistic thinking and are more confident of their choices while Indian consumers have more collectivistic thinking and want peer approval of their choices. US consumers came out to be more aggressive in their post purchase dissonance reducing behavior while Indian consumers appeared to be more willing to compromise with a bad purchase.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.