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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Six Thinking Hats In The Library, Sandra Barclay, Linda Golian-Lui, Ariel Turner
Six Thinking Hats In The Library, Sandra Barclay, Linda Golian-Lui, Ariel Turner
Faculty and Research Publications
No abstract is currently available.
Revisiting Cognitive Dissonance Theory:Pre-Decisional Influences And The Relationship To The Consumer Decision-Making Model, Paul J. Costanzo Dr.
Revisiting Cognitive Dissonance Theory:Pre-Decisional Influences And The Relationship To The Consumer Decision-Making Model, Paul J. Costanzo Dr.
Atlantic Marketing Journal
This paper examines pre-decisional dissonance as a motivating factor in consumer decisional-making. A review of the marketing literature found the majority of research studies were limited to post-decisional influences. Several studies including measures of pre-decisional activity linked the construct to post-decision situations. The author provides evidence regarding the popularity and resurgence of research on cognitive dissonance theory and asserts that researchers in the field of consumer behavior may gain a better understanding of consumer decision-making when studying pre-decisional consonance and dissonance as separate entities and independent of post-decisions.