“…Focus groups are used in many communication studies to understand participants' "knowledge and experiences and can be used to examine not only what people think but how and why they think that way" (Kitzinger, 1995, p. 299). Several previous studies have utilized focus groups to examine the influence of schema and cognitive dissonance on decisions and perceptions (Bray, Johns, & Kilburn, 2011;Gomez, Schieble, Curwood, & Hassett, 2010;Hares, Dickinson, & Wilkes, 2010;Woods-Giscombé, 2010).…”