نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 گروه بازاریابی و توسعه بازار، دانشکده مدیریت کسب و کار، دانشکدگان مدیریت، دانشگاه تهران، پردیس کیش، ایران
2 گروه بازاریابی و توسعه بازار، دانشکده مدیریت کسب و کار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران
3 گروه مدیریت بازرگانی، دانشکدۀ علوم انسانی و اجتماعی، دانشگاه کردستان، سنندج، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective: The present study aims to identify the role of sales discounts in triggering cognitive dissonance among customers in the fashion and apparel industry. With increasing competition in the clothing market and the widespread use of discounts as a promotional and incentive tool, it is essential to investigate the psychological effects of such practices on customer decision-making. Cognitive dissonance, as a type of internal conflict following a purchase decision, can lead to negative emotions, reduced customer loyalty, and even product returns. Accordingly, this research seeks to explore various dimensions of this dissonance within the context of sales discounts.
Method: This study was conducted using a qualitative research method with a phenomenological approach. The aim of adopting this approach was to focus on consumer’s lived experiences and deeply examine their perceptions, emotions, and mental states when confronted with discount offers in clothing purchases. Phenomenology allows researchers to move beyond surface behaviors and access the deeper layers of human experience, particularly internal conflicts and mental dissonances. Accordingly, 15 customers who had previously experienced purchasing discounted clothing were purposively selected to ensure that participants had rich and relevant experiences related to the research topic. Semi-structured interviews were employed for data collection, allowing for open and flexible questioning and giving participants the freedom to express their thoughts, emotions, and doubts. The interviews were recorded, transcribed verbatim, and analyzed in three coding stages: open coding, axial coding, and selective coding. This process led to the identification of key themes, recurring patterns, and the extraction of core components related to discount-induced cognitive dissonance, providing a foundation for deeper analysis of their interrelationships.
Findings: The findings indicated that the experience of purchasing discounted clothing can trigger a type of mental dissonance in customers. Initially, the gap between customers’ expectations regarding product quality and the actual experience post-purchase was found to be a major factor in generating doubt and distrust toward the brand. Additionally, customers engaged in a post-purchase re-evaluation process, experiencing feelings such as guilt, regret, and fear of having made a wrong choice. These reactions sometimes weakened the brand image and, in some cases, resulted in dissatisfaction and product returns. Furthermore, purcheses made under discount pressure were often associated with anxiety, time constraints, and the possibility of unplanned or unwanted purchases, all of which intensified confusion and dissatisfaction. Finally, weaknesses in discount management, such as lack of transparency, use of inappropriate or unfair discount types, and fostering customer dependency on discounts, played a significant role in deepening cognitive dissonance.
Conclusion: Based on the findings, although discounts may appear attractive at first glance, they can lead to negative psychological outcomes for customers and, rather than fostering loyalty, may cause doubt and dissatisfaction. It is therefore recommended that managers in the fashion and apparel industry, when designing discount strategies, consider factors such as transparency in presenting discounts, fairness toward loyal customers, maintaining perceived product quality, avoiding time pressure, and preventing feelings of compulsion. Attention to these elements can help reduce cognitive dissonance and its negative effects on customer experience.
کلیدواژه‌ها [English]
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