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| Author: | Sweeney, J. |
| Title: | Cognitive dissonance after purchase: a multidimensional scale |
| Journal: | Psychology and Marketing
2000 : MAY, VOL. 17:5, p. 369-386 |
| Index terms: | MARKETING PSYCHOLOGY PURCHASING |
| Language: | eng |
| Abstract: | The concept of cognitive dissonance has been discussed widely in the consumer behavior literature, yet paradoxically, there is no well established scale to measure it. This article describes the development of a 22-item scale for assessing cognitive dissonance immediately after purchase. The article discusses the conceptualization of the construct, recognizing that dissonance is not only cognitive in nature, but also has an emotional component, consistent with Festinger's early description of dissonance as a psychologically uncomfortable state. |
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