Cognitive Dissonance Impacts Repurchase Intention

Cognitive Dissonance Impacts Repurchase Intention Research Paper example
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Cognitive Dissonance Impacts Repurchase Intention Fatiana Gresham Troy University Introduction Cognitive dissonance is an emotional sensation that arises when there is a difference between what a person considers and information that appeals to their consideration turning it to into anxiety (Festinger, 1957).


The moments immediately after purchase, trigger a series of thoughts in the minds of customers. The consequence of losing other substitute choices and impact of gaining alternate choices together can produce mental irregularity, thus, compelling the customer to reconsider the insight of the purchase decision (Kassarjian & Cohen, 1965). Statement of the Problem Cognitive dissonance occurs when a purchaser becomes dissonant about his/her purchase decision. The research seeks to investigate the problem of cognitive dissonance to understand what aspects lead to dissatisfaction after a purchase decision. A dissonant consumer can return a product or discontinue use of a particular service. The concept of cognitive dissonance is much important for organizations because it can significantly impact on the customers’ post purchasing behavior (Hamza & Zakkaria, 2012). The major problem studied in this research is to understand the consequence of cognitive dissonance on the repurchase intention of customers. The research findings in this paper will help businesses to understand better how to retain a customer by reducing the dissonance. The purpose of this research is to examine how cognitive dissonance among consumers can lead to a decrease in customer repurchase. Significance of the Problem The significance of this problem is prevalent in customer retention. ...
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