Journal of Social Sciences

Realizing the Impact of Cognitive Dissonance in Predicting Consumer Behaviour

Akhilesh Chandra Pandey and Mohit Jamwal

DOI : 10.3844/jssp.2016.36.41

Journal of Social Sciences

Volume 12, Issue 1

Pages 36-41


Consumer psychology has always been the centre of concern for the marketers from the old time and understanding the underlying aspects leads to effective decision making. The present study elicits the concept of post purchase cognitive dissonance in the consumers and embraces its implications in studying the consumer behaviour. A survey was conducted and well framed questionnaire was constructed covering various dimensions of variables studied. Some of the underlying dimensions of cognitive dissonance have been rigorously discussed and statistically tested in this study. Specifically, the impact of product involvement, time taken to make a purchase decision and level of information search on the cognitive dissonance have been analysed that provides really significant benefits to the marketers.


© 2016 Akhilesh Chandra Pandey and Mohit Jamwal. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.