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Consumer Cognitive Dissonance Behavior in Grocery Shopping
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
2014 (English)In: International Journal of Psychology and Behavioral Sciences, ISSN 2163-1956, Vol. 4, no 4, 128-135 p.Article in journal (Refereed) Published
Abstract [en]

Cognitive dissonance occurs when people have to choose between two equally attractive goods. The unpleasant feeling, in turn, leads to a consequent pressure to reduce it. However, the strong interest in food in consumers’ life makes the line between high and low involvement purchases indistinct where also grocery shopping could trigger cognitive dissonance. In this research 100 males and females performed a virtual shopping spree using rate – choose – rate again. In accordance with previous studies, the results showed that participants did give a more favorable score for chosen items. Contradicting to previous research, the results showed that cognitive dissonance occur even for goods categorized as low involvement purchases.

Place, publisher, year, edition, pages
2014. Vol. 4, no 4, 128-135 p.
Keyword [en]
Cognitive dissonance, Consumer decision making, Mental processes, Emotion, Organic food
National Category
Business Administration
Research subject
URN: urn:nbn:se:umu:diva-94782DOI: 10.5923/j.ijpbs.20140404.03OAI: diva2:756269
Available from: 2014-10-16 Created: 2014-10-16 Last updated: 2015-09-11Bibliographically approved

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Nordvall, Anna-Carin
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ReferencesLink to record
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