THE IMPACT OF COGNITIVE DISONANCE ON CONSUMER BEHAVIORNikola Gluhović |
Published 07/05/2019 |
ABSTRACT
The theory of cognitive dissonance is of great importance for a more advanced understanding of consumer behavior, but also with the increased interest of companies in identifying, perceiving and analyzing post-consumer behavior. The paper investigates factors that influence the formation of cognitive dissonance, especially when making decisions about the purchase of products and / or services. Also, the paper seeks to define the problem of identifying a certain spectrum of values, beliefs and emotions that are mutually incompatible and which consumers face during decision-making and identify solutions to overcome these problems. The aim of the paper is to identify the impact and implications of cognitive dissonance on various aspects of post-consumer behavior in purchasing products and / or services.
Keywords: consumer behavior, cognitive dissonance, involvement, marketing.