Post-purchase cognitive dissonance – evidence from the mobile phone market

Abstract

This article investigates whether cognitive dissonance exists in the post-purchase phase in the mobile phone industry. It asks if mobile phone users are fully satisfied since they are usually overloaded with information during the purchasing period. Three dimensions of dissonance were measured in 283 university students. The results provide interesting insights. The major differences between the high and low dissonance groups are being influenced by other people's opinions, difficulty in finding information, product involvement, and satisfaction with mobile phones/operators. These findings reveal that consumers are 'not unhappy' with their mobile phones/operators, but not extremely happy either. However, there is ample room for improvements in the level of consumer satisfaction. Marketers should give consumers' perceptions of communicated messages high priority. The messages need to be straightforward and clear in the consumers' interpretation as this will reduce negative feelings after purchase.

Impact of Social Support Resources on Post- Purchase Dissonance: Evidence from Jordan

“…Arguably males are more invested in this type of product on many levels. Graff et al(2012) have observed that expectations surrounding technological appliances are pitched higher amongst males than females. Such elevated levels of anticipation might be seen to cause males to depend more on SO support to mitigate any emotional dissonance arising in the post-purchase period.…”

“…In the case of technological goods, younger consumers engage in more sophisticated purchase behaviours. Graff et al(2012) note the tendency of this group to research products prior to purchase, a habit which, according to Thompson et al(1993), creates higher expectations. In contrast, older consumers approach such purchases more steadily and place greater trust in sales personnel.…”

Exploration of dissonance segments among fashion apparel consumers: Evidence from a developing nation

“…They also tend to indulge in more complex buying behavior as opposed to their older counterparts, who exhibit simple buying style, and thereby, rely more on the sales staff for expert advice. Therefore, it may be assumed that younger consumers are more prone to dissonance than older ones (Soutar and Sweeney, 2003;Graff et al, 2012). In light of this, we hypothesize:…”

“…In fact, Lee and Workman (2018) highlighted that women are more prone to regret than men in case of purchase abandonment, while they found no differences across gender in case of a fashion purchase. Some other studies, on the other hand, rejected this finding/belief outright (Soutar and Sweeney, 2003;Graff et al, 2012).…”

“…Moreover, the younger generation also relies heavily on pre-purchase information before making their purchase. Consequentially, they tend to develop higher expectations from the Dissonance segments among fashion apparel consumers purchase (Graff et al, 2012). They also tend to indulge in more complex buying behavior as opposed to their older counterparts, who exhibit simple buying style, and thereby, rely more on the sales staff for expert advice.…”