2015 | OriginalPaper | Buchkapitel
Product Involvement, Cognitive Dissonance and Product Satisfaction: An Experimental Study
verfasst von : Pradeep K. Korgaonkar, Ravi Parameswaran
Erschienen in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference
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The understanding of consumers’ satisfaction with a product/service has become an important topic in consumer behavior research. Past experimental research in this area is based on explanations offered by cognitive dissonance theory. This experimental study points out methodological problems in the past experimental research. Theoretical and managerial implications are discussed.