Pre-purchase behaviour: Is there a cognitive dissonance?

Gan, Chin Chuan * and Ding, Hooi Ting (2014) Pre-purchase behaviour: Is there a cognitive dissonance? Australian Journal of Basic & Applied Sciences, 8 (5). pp. 35-40. ISSN 1991-8178 (Submitted)

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The purpose of the study is to provide a better understanding of pre-decisional conflict between different states of buyers. The focus of the study is on the uncertainty; ambiguity, similarity, and overloaded uncertainty that induce post-decisional conflicts. On top of that, the researchers also analysed the mediating effects between the dependent and independent variables using Structural Equation Modelling (SEM) in Malaysia within the context of computer purchase experience. The findings show that ambiguity uncertainty is an important antecedent to emotional and wisdom of purchase conflict state after their purchase decision. Whereas, overloaded and similarity uncertainty was found to indirectly effect both types of post-decisional conflict but indirectly effect through ambiguity uncertainty.

Item Type: Article
Additional Information: First author is with the Dept. of Business and Marketing, Sunway University Business School; second author is with Department of Management and Humanities, Universiti Teknologi Petronas
Uncontrolled Keywords: Ambiguity; cognitive dissonance; overloaded; similarity; uncertainty.
Subjects: H Social Sciences > HF Commerce
Divisions: Sunway University > Sunway Business School [formerly Sunway University Business School until 2023] > Dept of Marketing Strategy and Innovation [formerly Dept. Marketing]
Depositing User: Ms. Molly Chuah
Related URLs:
Date Deposited: 02 Apr 2015 14:16
Last Modified: 13 Jun 2019 05:34

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