International E-publication: Publish Projects, Dissertation, Theses, Books, Souvenir, Conference Proceeding with ISBN.  International E-Bulletin: Information/News regarding: Academics and Research

Understanding the impact of Demographics on Post-purchase Cognitive dissonance

Author Affiliations

  • 1Department of Business Management, HNB Garhwal University (A Central University) Srinagar Garhwal, Uttarakhand, India
  • 2Department of Business Management, HNB Garhwal University (A Central University) Srinagar Garhwal, Uttarakhand, India

Res. J. Management Sci., Volume 5, Issue (4), Pages 1-6, April,6 (2016)


A study was conducted to examine the impact of demographics (age and gender) and product’s price on cognitive dissonance among customers purchasing smartphones. Customers were segmented on basis of levels of dissonance felt and then analysis was done to measure how age, gender and product’s price varies among different dissonance groups. Results showed that as compared to old customers, young customers were more prone to dissonance and males displayed a great tendency than females to intolerant to dissonance quite often. Moreover, price of product does showed its effect on level of dissonance for which high priced products were linked to high dissonance group more sharply as the lesser priced products to the low and moderate dissonance group.


  1. Festinger L. (1957)., A Theory of Cognitive Dissonance.1st Edn.,, Stanford University Press, California.
  2. Koller M. and T. Salzberger (2007)., Cognitive dissonance as a relevant construct throughout the decision-making and consumption process-an empirical investigation related to a package tour., Journal of Customer Behaviour, 6, 217-227.
  3. Pandey A.C. and Jamwal M. (2015)., Realizing the impact of cognitive dissonance in predicting consumer behaviour., Journal of Social Sciences, 11(2).
  4. Kassarjian H.H. and J.B. Cohen, (1965)., Cognitive dissonance and consumer behaviour., California Management Review. 8, 55-64.
  5. Westbrook R.A. and J.W. Newman (1978)., An analysis of shopper dissatisfaction for major household appliances., Journal of Marketing Research, 15, 456-466.
  6. Keaveney S.M., F. Huber and A. Herrmann (2007)., A model of buyer regret: Selected prepurchase and postpurchase antecedents with consequences for the brand and the channel., Journal of Business Research, 60, 1207-1215.
  7. Sweeney J.C., Hausknecht D. and Soutar G.N. (2000)., Measuring cognitive dissonance: A multidimensional scale., Psychology and Marketing, 17(5), 369–86.
  8. Jamwal M. and Soodan V. (2014)., Emotional Branding as Tool for Dissonance Reduction: A Strategy for competitive Advantage., Abhinav-International Monthly Refereed Journal of Research in Management and Technology, 3(1), 25-32.
  9. Willert Jr. M.G. (1995)., Coping Strategies and Emotional and Physical Status of Family Members of Mental Health Consumers., Doctoral Dissertation, The University of North Dakota [Publication number AAT9605485].
  10. Pinto D. (2001)., Driving Anger, Articulated Cognitive Distortions, Cognitive Deficiencies and Aggression, Doctoral Dissertation Hofstra University, Hempstead,, New York.
  11. Dittmar H. and Drury J. (2000)., Self-image—Is it in the bag? A qualitative comparison between ordinary and excessive consumers., Journal of Economic Psychology, 21(2), 109–42.
  12. Thompson S.C., Pitts J.S. and Schwankowsky L. (1993)., Preferences for involvement in medical decision making: Situational and demographic differences., Patient Education and Counselling, 22(1), 133–40.
  13. Sweeney J.C. and Soutar G.N. (2003)., Are There Cognitive Dissonance Segments?., Australian Journal of Management. 28(3), 227-249.
  14. Oliver R.L. (1997)., Satisfaction: A Behavioural Perspective on the Consumer, McGraw-Hill Book Company,, New York.
  15. Hausknecht D et al. (1998)., After I had made the decision, I: Toward a scale to measure cognitive dissonance., Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 11, 119-127.