Post Purchase Dissonance: A Focus on Consumers

Author: Princi Gupta, Padma Misra

Abstract:
According to post purchase behaviour theory, there is a tendency for individuals to seek consistency among their cognitions (i.e., beliefs, opinions). When an inconsistency between attitudes or behaviours (dissonance) occurs, some change must be made in order to eliminate this behaviour. In the case of a discrepancy between attitudes and behavior, it is most likely that the attitude will change to accommodate the behavior. Past research on consumers’ post-purchase behavior has focused on understanding satisfaction. However, the consumer-product relationship is much broader. This paper aims to deal with another aspect of post-purchase behavior: the emotional bond consumers experience with their durables during ownership.

Keywords:Behavior, Bonding, Consumers, cognitive, post purchase, consumer behavior

DOI:

International Journal of Trade & Commerce (Vol: 6 Issue:1)