A PILOT STUDY OF CONSUMERS’ COGNITIVE DISSONANCE AND ITS ANTECEDENTS

Year 2019, Volume: 10 Issue: 2, 119 - 128, 18.07.2019

Bahar Taşar , Ayla Özhan Dedeoğlu

https://doi.org/10.18354/esam.541801

Abstract

Cognitive dissonance is defined as a
situation that involves conflicts among cognitions, emotions and behaviors of
individuals that have a quest for consistency and order in their life.
Dissonance can be experienced between many dimensions, i.e. cognitions,
emotions, and behaviors. Thus, it can be suggested that the antecedents of
cognitive dissonance and their effect size on dissonance can vary. Current
study analyzes impulsive buying, psychological tension, sales promotions and
discounts, indecisiveness, emotional mood, feedback from other people around as
antecedent variables that may have an influence the cognitive dissonance. The
study aims to contribute to the literature by studying the impact of these
antecedents on cognitive dissonance in a broader market context rather than a
specific product context. Findings reveal that impulsive buying, sales
promotions and discounts and negative feedback from other people significantly
cause cognitive dissonance.

Keywords

Cognitive Dissonance, Impulsive Buying

TÜKETİMDE BİLİŞSEL UYUMSUZLUK VE ÖNCÜLLERİ ÜZERİNE PİLOT ARAŞTIRMA

Abstract

Bilişsel uyumsuzluk, tutarlılık ve düzen arayışı içindeki
bireylerin biliş, duygu ve davranışları arasında uyumsuzluk nedeni ile duygusal
olarak rahatsızlık yaşaması durumu olarak tanımlanabilir. Uyumsuzluğun tutum
bileşenleri olarak biliş ve duygu ile davranış gibi çok sayıda boyut arasında
gerçekleşebileceği dikkate alındığında, buna neden olan faktörlerin çok çeşitli
olabileceği ve içinde bulunduğu bağlama göre hem değişkenlerde hem de
değişkenlerin etki derecesinde farklılıklar görülebileceği öne sürülebilir. Mevcut
çalışmada bilişsel uyumsuzluğa yol açan olan öncül değişkenler olarak
tüketicinin yaşadığı psikolojik gerilim, içinde bulunduğu duygusal mod,
kararsızlık, çevredeki kişilerden alınan geri bildirim ve plansız ve anlık
satın alma kararları incelenmiş ve literatürden farklı olarak bunların
tüketicilerde bilişsel uyumsuzluk yaratma kapasitesi spesifik ürün bağlamında
değil, genel pazar bağlamında araştırılmıştır. Bulgular sırasıyla plansız satın
alma, satış promosyonları ve indirimler ile çevredeki kişilerden alınan olumsuz
geri bildirimlerin bilişsel uyumsuzluğa neden olduğu göstermektedir.

Keywords

Bilişsel Uyumsuzluk, Plansız Satın Alma, Duygular ve Mod, Kararsızlık, Geri Bildirim

References

• Axsom, D. (1989). Cognitive Dissonance and Behavior Change in Psychotherapy. Journal of Experimental Social Psychology, 25(3): 234–252.
• Aydın, E. ve Yılmaz, Ö. (2018). Online Alışverişte Bilişsel Çelişki Davranışlarının İncelenmesi. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 6: 333-339.
• Cummings, W.H. ve Venkatesan, M. (1976). Cognitive Dissonance and Consumer Behavior: a Review of the Evidence, Journal of Marketing Research, 13(3): 303-308.
• Dedeoğlu, A.Ö. ve Kazançoğlu, İ. (2010). The Feelings of Consumer Guilt: A Phenomenological Exploration. Journal of Business, Economics and Management, 11(3): 462–482.
• Dedeoğlu, A.Ö. ve Kazançoğlu, İ. (2012). Consumer Guilt: Model of its Antecedents and Consequences. Almanya: LAP Lambert Academic Publishing.Dhar, R. (1997). Consumer Preference for a No-Choice Option. Journal of Consumer Research, 24(2): 215–231.
• Dickinson, S. ve Matthew, H. (2008). Understanding the Emotional and Coping Responses of Adolescent Individuals Exposed to Threat Appeals. International Journal of Advertising, 27(2): 251-278.
• Elliott, R. (1998). A Model of Emotion-Driven Choice. Journal of Marketing Management, 14(1-3):95–108.
• Eppright, D.R., Hunt, J.B., Tanner, J.F. Jr. ve Franke, G.R. (2002). Fear, Coping, and Information: A Pilot Study on Motivating a Healthy Response. Health Marketing Quarterly, 20(1): 51-73.
• Festinger, L. (1957). A Theory of Cognitive Dissonance. Stanford, California: Stanford University Press.
• Gawronski, B. (2012). Back to the Future of Dissonance Theory: Cognitive Consistency as a Core Motive. Social Cognition, 30(6), 652–668.
• George, B.P. ve Edward, M. (2009). Cognitive Dissonance and Purchase Involvement in the Consumer Behavior Context. IUP Journal of Marketing Management, 8(3/4): 7-24.
• George, B.P. ve Yaoyuneyong, G. (2010). Impulse Buying and Cognitive Dissonance: A Study Conducted Among the Spring Break Student Shoppers. Young Consumers, 11(4): 291-306.
• Hirschman, E.C., ve Holbrook, M.B. (1982). Hedonic Consumption: Emerging Concepts, Methods and Propositions.. Journal of Marketing, 46(3): 92–101.
• Holloway, R. J. (1967). An Experiment on Consumer Dissonance. Journal of Marketing, 31(1): 39-43.
• Kaish, S. (1967). Cognitive Dissonance and the Classification of Consumer Goods. Journal of Marketing, 31(4): 28-31.
• Kim, Y.S. (2011). Application of the Cognitive Dissonance Theory to the Service Industry. Services Marketing Quarterly, 32: 96–112.
• King, T. ve Dennis, C. (2006). Unethical Consumers: Deshopping Behaviour Using the Qualitative Analysis of Theory of Planned Behaviour and Accompanied (De)Shopping. Qualitative Market Research: An International Journal, 9(3): 282-296.
• Liang, Y. J. (2016). Reading to Make a Decision or to Reduce Cognitive Dissonance? The Effect of Selecting and Reading Online Reviews from a Post-Decision Context. Computers in Human Behavior, 64: 463-471.
• Liu, Y., Li, H., Xu, X., Kostakos, V. ve Heikkilä, J. (2016). Modeling Consumer Switching Behavior in Social Network Games by Exploring Consumer Cognitive Dissonance and Change Experience. Industrial Management & Data Systems, 116(4): 801-820.Maertz, C.P., Hassan, A. ve Magnusson, P. (2009). When Learning is not Enough: A Process Model of Expatriate Adjustment as Cultural Cognitive Dissonance Reduction. Organizational Behavior and Human Decision Processes, 108(1): 66-78.
• McKimmie, B. M., Terry, D. J., Hogg, M. A., Manstead, A. S. R., Spears, R. ve Doosje, B. (2003). I'm a Hypocrite, but so is Everyone Else: Group Support and the Reduction of Cognitive Dissonance. Group Dynamics: Theory, Research, and Practice, 7(3): 214-224.
• Meloy, M. G. (2000). Mood-Driven Distortion of Product Information. Journal of Consumer Research, 27(3): 345–359.
• Milne, G.R., Labrecque, L. I. ve Cromer, C. (2009). Toward an Understanding of the Online Consumer's Risky Behavior and Protection Practices. Journal of Consumer Affairs, 43: 449-473.
• Mitchell, V.W. ve Papavassiliou, V. (1999). Marketing Causes and Implications of Consumer Confusion. Journal of Product & Brand Management, 8 (4): 319-342.
• Pieters, R. ve Zeelenberg, M. (2007). A Theory of Regret Regulation 1.1. Journal of Consumer Psychology, 17(1): 29–35.
• Piron, F., Young, M. (2001). Retail Borrowing: Definition and Retailing Implications. Journal of Retailing and Consumer Services, 8(3): 121-125.
• Powers, T.L. ve Jack, E.P. (2013). The Influence of Cognitive Dissonance on Retail Product Returns. Psychology and Marketing, 30(8): 724–735.
• Rabin, M. (1994). Cognitive Dissonance and Social Change. Journal of Economic Behavior & Organization, 23(2): 177–194.
• Rook, D. W. (1987): “The Buying Impulse”. Journal of Consumer Research, 14(2):189-199.
• Schmidt, R. A., Sturrock, F., Ward, P., Lea‐Greenwood, G., (1999). Deshopping – The Art of Illicit Consumption. International Journal of Retail & Distribution Management, 27(8): 290-301.
• Sharifi, S.S. ve Esfidani, R.M. (2014). The Impacts of Relationship Marketing on Cognitive Dissonance, Satisfaction, and Loyalty. International Journal of Retail & Distribution Management, 42(6): 553–575.
• Solomon, M.R. (2017). Consumer Behavior: Buying, Having, and Being. 12. Basım, Boston: Pearson.
• Stalder, D.R. (2010). Competing Roles for The Subfactors of Need for Closure in Moderating Dissonance-Produced Attitude Change. Personality and Individual Differences, 48(6): 775-778.
• Steele, C. M. ve Liu, T. J. (1981). Making the Dissonant Act Unreflective of Self. Personality and Social Psychology Bulletin, 7(3): 393–397.
• Sweeney, J. C., Hausknecht, D. ve Soutar, G. N. (2000). Cognitive Dissonance After Purchase: A Multidimensional Scale. Psychology & Marketing, 17: 369-385.
• Szmigin, I., Carrigan, M. ve McEachern, M.G. (2009). The Conscious Consumer: Taking a Flexible Approach to Ethical Behaviour. International Journal of Consumer Studies, 33: 224-231.
• Tanner, J. F., Hunt, J.B., ve Eppright, D.R. (1991). The Protection Motivation Model: A Normative Model of Fear Appeals. Journal of Marketing, 55:36-45.
• Zajonc, R. B. (1960). The Concepts of Balance, Congruity, and Dissonance. The Public Opinion Quarterly, 24(2): 280–296.
• Zeelenberg, M. (1999). Anticipated Regret, Expected Feedback and Behavioral Decision Making. Journal of Behavioral Decision Making, 12(2): 93–106.