Investigating the relationship between cognitive dissonance and product involvement

Document Type : Research Paper

Authors

1 Professor, Faculty of Administrative Sciences and Economics, Isfahan University, Isfahan, Iran

2 MSc., Faculty of Administrative Sciences and Economics, Isfahan University, Isfahan, Iran

Abstract

This paper explores the relationship between cognitive dissonance and product involvement. This project is a descriptive- mensurable research. The statistical population of this project includes all students of Isfahan University in 2012-2013, and the sample volume was determined through Cochran Formula (354); and they were selected via stratified random sampling method. Data was collected through questionnaire in which cognitive dissonance was taken from Sweeney et al. (2000) and product involvement from Mcquarrie (1992). Information obtained from the completed questionnaire was analyzed through SPSS21 and AMOS21 software. Results show that product involvement is inversely related to cognitive dissonance. This correlation indicates that a consumer doesn‟t feel an after purchase cognitive dissonance if he is highly involved in the purchase decision.

Keywords

Main Subjects

References

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