Post purchase Cognitive Dissonance

Authors
Aakash Dagar, MBA Student, Symbiosis Institute of Management Studies, Symbiosis
International University, Pune, Maharashtra, India, E-mail: aakash.dagar17@gmail.com
Pawankumar Vijay Dihiye, MBA Student, Symbiosis Institute of Management Studies,
Symbiosis International University, Pune, Maharashtra, India, E-mail:
dihiye.pawankumar2019@sims.edu
Isharat Jahan Siddique, MBA Student, Symbiosis Institute of Management Studies,
Symbiosis International University, Pune, Maharashtra, India, E-mail:
isharat.siddique2019@sims.edu
Lubdh Prateem Panda, MBA Student, Symbiosis Institute of Management Studies,
Symbiosis International University, Pune, Maharashtra, India, E-mail:
lubdh.panda2019@sims.edu

Faculty Guide
Smita Mehendale, Assistant Professor, Symbiosis Institute of Management Studies,
Symbiosis International University, Pune Maharashtra, India, E-mail: smita.m@sims.edu,
smita12win@gmail.com
Contents
1. Introduction ........................................................................................................................................ 3
2. Systematic literature review methodology ........................................................................................ 5
3. Methodology Review .......................................................................................................................... 8
4. Thematic Review ................................................................................................................................. 8
5. Limitations......................................................................................................................................... 16
6. Future Research Directions ............................................................................................................... 16
7. Conclusion ......................................................................................................................................... 17
8. References ........................................................................................................................................ 19
 ABSTRACT

In this paper, authors discuss about the psychological phenomenon of post purchase behaviour
and how this cognitive dissonance is vital for consumers for measuring the levels of satisfaction
and dissatisfaction. This paper also talks about the buying process and how the experiences
related to it help out a customer in making decision for future purchases. The authors also
observed that most cases of dissonance happen over online purchases because of the human
tendencies of comparing ones own choice of purchase with someone elses choices and how
self-reassurance help him in getting his confidence back in his purchases. The feeling of
cognitive dissonance becomes crucial point of study in cases of hasty purchases or pushy
aggressive marketing strategies leading to purchase which in-turn leaves the consumer liable
to be fidgety and in a state of unrest in terms of his purchase decision.

KEYWORDS: Systematic Review of Literature, Methodological Review, Thematic Review,

post purchase behaviour, cognitive dissonance, online shopping
1. Introduction
Human beings have the tendency to try and seek consistency in their ideas and beliefs, these
ideas and beliefs have been instilled upon them through response to external stimulus, such as
memories, social factors like peer group understandings, personal influences like parental
teachings and so on, therefore as humans we tend to find comfort in the familiarity of things
and notions around us in terms of finding comfort in familiarity and consistency. (Bigne, 2001)
But what happens when our belief systems run haywire? when some new stimulus threatens to
disrupt our existing beliefs? When our thoughts are no longer consistent? (Follows, 2008)

This paper aims to study in detail the psychological tendency of cognitive dissonance in the
consumer behaviour of post purchase behaviour in the business world. In order to reach the
central objective of our paper which is the cognitive dissonance, we need to understand the
reason for said dissonance occurrence by back tracking its development in the human psyche
with respect to buying behaviour i.e. the steps and stages a human being goes through while
making a decision and subsequently a purchase decision, which originates as consistent,
resulting in inconsistency. (Alcaiz, 2005)

Kotler and Keller (2011) express that the behaviour associated with the purchase done by a
customer is actually the analysis of the different methods of accepting or rejecting products,
services, thoughts or experiences of people, coming together with a peculiar goal to fulfil what
they require and need(Keller, 2011). This paper will focus on the process and how humans
make decisions in terms of spending their own resources avail with them such as time and
money and the amount of effort put in to make those purchase decisions. Consumer behaviour
is the study of what products or services Consumers buy, why they buy that particular product
or service , when they buy it, where they buy the said product or service, how often they buy
that same product or any deferent product or service it, what is the regularity of their utilization,
what is their way of accessing the product after the purchasing has been done as far as the
points like fulfilment of expectations and disappointment after the purchase and how is affect
how the consumer assesses future purchases, it will also focus on how they dispose-off the
availed items after usage or time which may subsequently trigger the next purchase. (Kotler,
2008)

Customer Behaviour was another field in the mid generally 1960, in light of the fact that the
showcasing scholars obtained the ideas from other logical disciplinary that is Psychology,
Sociology, Social Psychology, Anthropology and Economics. (Santos, 2003)
2. Systematic literature review methodology
Performing literature review without following a set method leads to papers that are basic and
have no thoroughness in them which in turn leads to high criticism. Whereas it has been
observed that medical field has improved upon it skills in terms of delivering a paper by
addressing problems by identifying, critically evaluating and integrating the findings.
Following this strategy, we are going to use systematic literature review methodology as it
provides with characteristics of being objective, systematic, transparent and replicable
(Baumeister and Leary, 1997). In the following subsections, we are going to present the scope
of review, the process for identification of relevant literature and the papers included in this
review. (Baumeister R. F. & Leary M. R., 1997)

2.1 Scope of the review

To write and understand the scope of this review we need to define two peculiar sets of criteria
that relate to form and content. While defining form, this review comprises of academic journal
articles which are otherwise known as certified or verified knowledge because of the
amount of efforts the fellow researchers like Cummings W. H. & Venkatesan M. have put
while doing a critical review on this topic. This study excludes not only books but also non-
academic articles such as short magazine articles, viewpoints, interviews, editorials, blogs etc.
As far as content is concerned this review focuses on the behavioural aspects of customer that
are affected post purchase and how cognitive dissonance being a psychological activity impacts
the attitude, behaviour and ultimately future purchase of the customer. (Webster J & Watson
R. T., 2002)

2.2 Identification of relevant literature

The timespan that was taken for the process of conducting this literature review comprises of
three phases. In the first phase, we studied the various psychological behaviours that are related
to the customer. In the second phase, we further divided these behaviours into pre-purchase
and post purchase behaviours and in the third and the last phase we narrowed down our
literature to the phenomena of post purchase cognitive dissonance. In the first phase, we used
the keywords Customer behaviour, customer psychology and in the second phase we used
the keywords like pre-purchase behaviour and post-purchase behaviour. During all these
phases, we used various databases such as Scopus, Ebsco discovery service, Emerald and
Google scholar. These databases were finalised on the basis of few factors such as content
 quality, content variety, ease of access, authorization of sources and their relevance with
respect to our course of management. (King R. A. Racherla P. & Bush V. D., 2014)

The phase 1 gave us 1933 results with the specific search criteria that we provided. In
the second phase, this search was narrowed down to 749 and in the third phase it was narrowed
down to 419 results (See table 1.0 for detailed protocol). The extraction of data from these
papers was done by one of the authors of this literature review. This data comprised of Title,
author(s), year of publication, type of document, journal and database (Wee B. V. & Banister
D., 2016). From this vast list, a total of 169 duplicates were eliminated, and this made us arrive
at our first initial sample of 250 articles. Three of the authors read the abstract of these 250
articles independently to verify their relevance and credibility. A total of 173 articles were
found to be non-compliant to the defined form and criteria. Hence even after being reliable,
credible and genuine, these 173 articles were excluded from consideration (Booth, 2016). This
filtration resulted into 77 articles in the sample. After this, all of these articles were extracted
and their full text was examined by all the four authors of this literature review and then a
decision was taken with respect to the inclusion or exclusion of some articles based on the form
and criteria (Machi, 2016). This critical examination further resulted in the exclusion of 23
articles and 54 articles were finalised for this research.

2 Phase 1 Column3 Phase 2 Column4 Phase 3 Column5

Date of Number Date of Number Date of Number

Search of Items Search of Items Search of Items
Database Scope and search
criteria

Emerald Search: Journals 31-Jul- 559 02-Aug- 156 03-Aug- 131

17 17 17

Abstracts

Google Search: journals 31-Jul- 673 02-Aug- 178 03-Aug- 120

Scholar 17 17 17

Abstract, keywords,
and titles
Ebscohost Search: Abstract or 31-Jul- 256 02-Aug- 186 03-Aug- 89
Academic author-supplied 17 17 17
search
Elite

Abstract

Scholarly (peer-
reviewed) journals

Document type:
article. Language:

English

Document type:
Article

Scopus Search: Topic 31-Jul- 445 02-Aug- 229 79

17 17

Document type:
Article. Language:

English

Total 1933 749 419

The table above shows the detailed protocol up to phase 3 of our literature review. The below
flowchart shows the systematic literature review of the above screening of literature and review

Records identified through database research

Step 1 n=419

Duplicated Eliminated
Step 2 n=169

Screening based on abstracts and full text

Step 3 n=173

Records excluded for non-compliance with the research scope

Step 4 n=23

Articles included in the review

Step 5 n=54
3. Methodology Review
This concise methodological survey plans to give an outline of the strategies utilized as a part
of research on cognitive dissonance in post buy conduct without completely portraying the
examination outlines and methodology of the assessed writing. As far as methodologies are
concerned, selections depicting the connected techniques were separated from each article. A
joint work session and meeting prompted classifying article techniques into (a) subjective
research, utilizing essentially meetings and contextual analyses; (b) quantitative research,
utilizing basically studies; (c) blended strategies, consolidating both subjective and quantitative
approaches; and (d) non-empirical research, consisting for the most part of calculated papers
and reective papers.

Non-exact research techniques were utilized as a part checked on articles (n = 40), trailed by
subjective methodologies in 32.50% of the papers (n = 13), quantitative strategies utilized in
17.50% of the articles (n = 7), and mixed methods in 30% of the literature (n = 12) (Table
below).

The empirical data was collated by the results obtained from a survey done on 20 personal
contacts of each of the members i.e. 80 people answered the survey questionnaire. The survey
aimed at finding out the levels of satisfaction with respect to the recent purchases of the
consumers. In this way, just like the case with incipient floods of research, early examinations
on the cognitive dissonance in post purchase behaviour consisted of conceptual papers,
theoretical discussions, proposed models, surveys and subjective examinations, preparing for
more hypothesis based and inside and out quantitative research.

4. Thematic Review
All four authors went through the articles and identified the themes that were the main points
of this research in the review of literature. A thorough examination was done on the keywords
and abstracts of those final 40 papers and articles and then they went through their full-length
texts so that a list gets generated where recurrence of themes was happening. From this we got
to know that 16 articles were following the theme of Purchase, 4 were following Usage,
5 were talking about Evaluation as a theme and the rest 15 showed Satisfaction as the
theme for various stages of cognitive dissonance as a consumer behaviour post purchase.

The reason why the scholars who have already researched on the above-mentioned
themes have shown a varying level of interest cannot be identified, however a plausible
explanation to this could be just an implication of the current and latest practices that are being
 practiced and debated currently while understanding consumer behaviour and studying post
purchase cognitive dissonance.

Classification of Papers
14

12

10

13
6 12

4 8
7

0
Non-Empirical Qualitative Quantitative Mixed

Non-Empirical Qualitative Quantitative Mixed

Type No. of papers Percentage

Non-Empirical 8 20

Qualitative 13 32.5

Quantitative 7 17.5

Mixed 12 30

Total 40 100
4.1 Consumer buying behaviour

Out of the 40 article that were kept under consideration for this research it was found that 16
of the articles talked about and around the theme of consumer purchase behaviour and how it
leads to dissonance.

Consumer deliberation and involvement is likely to vary with the fact that whether a product
is expensive or not. There are mainly 4 types of consumer buying behaviour first one being
complex buying behaviour, followed by dissonance reducing buying behaviour, another being
habitual buying behaviour and variety seeking buying behaviour. These behaviours can further
be broken down into segments which affect the post purchase cognitive dissonance.

Impulsive purchase behaviour by a customer plays an important role when it comes to post
purchase dissonance as the level of cognitive dissonance due to impulse purchase is
significantly great than that occurs when a proper planned purchase is done at the hands of
consumer (Babu P. George, Gallayanee Yaoyuneyong, (2010)) How the contradicting
empirical data is to the hypothesis as the hypothesis says that the impulsive buyers tend to have
a higher level of cognitive dissonance after purchase as compared to less impulsive individuals
whereas data recorded came out to be completely opposite i.e. the less impulsive buyers
showed more cognitive dissonance and impulsive buyers showed less. The inference of this
study came out to be that impulse buying behaviour could be a coping strategy so as to avoid
discomfort associated with the possible disconfirmation of expectations ((Babu P. George,
Gallayanee Yaoyuneyong, (2010[ap1]))

The[ap2] wealthy, well-educated segment of developing nations mainly south Asian countries
such as Pakistan tend to get influenced by western cultures. Changing social dynamics tend to
create negative situations which in turn leads to compulsive purchase behaviour which leads to
negative consequences in the form of regret and dissatisfaction which in turn is an upsetting
situation. (Aliya Bushra 2015)

In online shopping compared to offline shopping it is clearly visible that the pre-sale
propositions tend to influence the customers/consumers because of the price difference,
discounts and various other goodies such as accepting all kind of payment methods etc. which
make the buying process easy and helpful for the consumer there by leading to a positive impact
which the post purchase mind set of a consumer(Sheau-Fen Yap, Sanjay Singh Gaur 2014) also
the after sales policy which are basically nothing by exchange services delivery services, grade
of merchandise on quality meter, comparable products, return of product etc.(Mingyao Hu,
Elliot Rabinovich, Hanping Hou 2015)) selection quickness in purchasing products, social and
family experiences etc. all these factors play a key role in determining the post purchase
cognitive dissonance.( . Sunil, (2015[ap3])

4.2 Usage

Item use is a variable in behavioural division in which advertiser's gathering shoppers in light
of how or when they utilize an item

The entities found under theme of our research are divided into three dimensions, namely

4.2.1. Usage Frequency - The usage frequency tells us about the number of times or how often
or rarely the product has been used, this includes the applications and the means for which it
has been used

4.2.2. Usage Function This pattern tells us about what way the product has been used or how
the consumers use their product and it does not include the pattern or frequency of the product
used.

4.2.3. Usage Situation- Usage situation tells us about what were the situations for the usage of
the product and under what scenarios the products were use regardless of their usage pattern or
frequency.

Product usage tells us about the stage after the buying and purchase, it throws light on the fact
that though the product has been bought its uses may still vary as they may have been bought
as a result of impulse purchase or pressure buying, without any actual or factual want of buying
the product. Usage pattern varies and depends from customer to customer, the need to study
these patterns is crucial as it can trigger the next purchase process of the buying behaviour

Usage may be addressed as the requirements of the consumer by the products to fulfil customer
requirements and goals and these goals and requirements may or may not happen on a recurring
basis. However, there are exceptions to this theory of usage, in the case of consumer durables,
the purchase frequency may be a long shot due to the fact that being durables consumers do
not buy these often but their usage pattern and frequency maybe very high for example, cars
and bikes, washing machines etc.
4.3 Evaluation

Evaluation refers to the various methods by which a consumer chose a product on the basis of
its dimensions and its functionality to determine or narrow down on the purchase decision.

Any entitys dimension and trademark has a significance for a customer just to the degree that
it can give a coveted advantage. For purchasers who need to maintain a strategic distance from
dental cavities would utilize the toothpaste that contain fluoride in its definition. For this
specific buyer fluoride substance would presumably be the most essential evaluative criteria.
Fluoride highlight is vital in light of the fact that it gives a coveted advantages else it has no
esteem.

The criteria of evaluation of a certain entity is based on its attributes which again depend on
the preference of the consumer and they can evaluate the same on the basis of number, type,
size, price, importance.

The evaluation of a certain entity also depends on various characteristics, these characteristics
may include constructs such as demography, geography, purchase power parity, and their
subsequent lifestyles in the previously mentioned constructs, these lifestyles then give rise to
new motives.

The product or service which a consumer chose can only have its desired effect on the consumer
or customer if it has the dimensions of what is expected of the product in relation to that
customer. For example, suppose a customer who has a cavity in his tooth wanted a toothpaste
which should cure the cavity, then he/she would use a toothpaste which has the ingredient of
fluoride. This toothpaste will be desired because it contains the property of fluoride which is
desired by the consumer.

The evaluation criteria which is initiated by the consumer depends on the type of good or
service, the customer who is buying it and the purchase scenario in place. When the purchase
of consumer durables is initiated the consumer has a number of evaluative criteria to evaluate
the product because they are consumer durables and not FMCG goods. In this type of situation,
the consumer makes sure he uses various dimensions to evaluate the product before purchase
and such areas of evaluation may be guarantee, the cost etc.

To make things easier for the themselves a consumer uses a variety of mental shortcuts to help
make the purchase decision and price seems to be one of the best areas to rule out other choices
in a case of substitutes. in the cases of luxury goods or purchases based on self-esteem and ego,
such as an expensive car or house or wristwatch or a belt etc. the consumer usually rules out
the price dimension as he feels that price equals quality.

Note that purchasers options regarding the usefulness and the psychological alternatives those
products goods or services offer. In this process of evaluations, the purchasers may be
somewhat affected by the mental state of which their brains are also the level of emotional
connect or loyalty they may have with that brand, product, good or service. Sometimes the set
of alternative substitutes may be limited in quantity and the consumers may not have many
alternatives to zero down on or chose form.

Based on the factors of evaluation the consumer enters the next step of the evaluation process
which is the decision-making process. There are basically two options and methods to make
an informed decision

1. Non-Compensatory method

2. Compensatory method

In terms of non-compensatory method, the negative evaluation often results in the rejection of
the proposed brand or product form the collection of substitutes. Good performance on one
evaluative criteria does not offset or compensate for low performance on another evaluative
criterion of the brand

In the case of compensatory method, the customer will pick the brand that has the most number
of affirmative characteristics compared to drawbacks. This type of initiative displays a certain
way of psychological price incentive hypothesis. The desired outcome is that the brand power
can complement if not compensate the brand fragility.

Consumers determine the brand to be considered define their needs and rank them according
to importance. Determine the degree to which brands meet their needs. Select the brand that
will best meet their most important needs.

4.4. Customer Satisfaction

A sum of 40 papers were inspected, of which 31 papers analysed satisfaction. There were
papers who learned about the reasons for satisfaction, others examined the effect and some
concentrated the components prompting satisfaction. Satisfaction has as of late picked up a
tremendous significance. Satisfaction not just inspects the consumer loyalty from web based
business yet additionally predicts a client's aims of web based obtaining. Low costs are not the
key factor that decides the accomplishment of an online purchase, rather it's the consumer
loyalty that influences the same and furthermore impact their acquiring choices. Consumer
loyalty significantly affects the reliability, client maintenance, their buy choices and
furthermore influences the organization's position in the market. Furthermore, along these
lines, a seller must concentrate on satisfaction to assemble and hold faithful clients.

Satisfaction originates from fulfilment of a client's wants or need or desires for a given esteem.
This fulfilment that he/she gets is then passed on to others verbally. This verbal exchange if
positive can influence the organization by adding more clients to it to or by changing over
others into potential purchasers. In opposition to this, if the overall experience of a client turns
sour, his satisfaction level drops down which additionally have the danger of negative informal,
debilitating the steadfastness of its clients towards the organization, testing its image picture
and market position or more terrible, dismissing any potential client. This is where cognitive
dissonance comes into play post purchase. Along these lines, as inspected by numerous
scientists in their examination papers, satisfaction must be dealt with as it assumes an
imperative part in moulding a clients over all encounters, influencing his/her steadfastness and
slant towards the product and furthermore shapes how their post purchase behaviour spreads
among other potential clients, influencing the brand picture and execution of the online
marketplace by and large.

This examination looks at fleeting changes in the behaviour of the consumer post-purchase of
an item and the satisfaction associated with a powerful and value-full purchase. Contribution
& satisfaction were the factors on which a longitudinal and cross-sectional thorough
investigation was done and measurements were taken in regard to the auto-proprietors. In
general, shoppers who were highly associated with the item showed somewhat more evident
satisfaction towards their autos than that of buyers who were lower side of contribution during
the period of possession. In all case, in the span of two months post purchase, shoppers who
were highly associated with their items showed an evident decrease in satisfaction, while less-
inclusion customers satisfaction expanded. This non-confirmation in these progressions was
further researched. As a result, it was found that benefits and issues non-confirmation made
autonomous commitments in case of satisfaction judgements, and the quality along with the
level of commitment fluctuated with association with the item. These discoveries hence
conclude that benefits and issues non-confirmation should be independently measured in
satisfaction examination.
5. Limitations
There are a few limitations that one will come across while going through this paper. First
being the time constraint as enough time was not given for the survey of a broader base of our
target sampling, other limitation would be budget constraints, this research lacked funding
which resulted in limitation of survey in terms of geographical as well as demographic
convenience and feasibility, the sample that could be targeted was in the ease of access
therefore the survey couldnt be conducted outside our locality. Also, the research revolves
around the consumer behaviour i.e. nothing but human nature and it varies from each human
to human so it is not possible to measure in concrete figures so that also poses as a limitation
to our research. The age of technology has lead people to purchase online and due to past
experiences they make informed decisions so the scope of cognitive dissonance reduces and
this phenomenon is another shortcoming of our research thus is mentioned in the limitation.

6. Future Research Directions

The study has opened many doors for the future research that could be undertaken. One of the
basic reason that make the personal involvement of a customer in the buying decision an
intriguing part of studying the dissonance in consumer behaviour can be more comprehensively
studied. Besides, the significance of time constraint having a greater effect on a customer being
dissonant can also be studied in depth. While contributing important issues to areas of
consumer psychology in relationship or consumer marketing, we have some limitations. First
and primarily, our research suffers from the usual limitation of consumer-oriented that is we
work on paper-pencil mode in spite of practical aspects measures of human behaviour, which
in essence is absolutely complicated and hard to measure. Few researchers like as (Jarcho et
al.2011) relied on functional magnetic resonance imaging to meet this limitation. Additionally,
another limitation in our study is the age of respondents, which might partially affect our
findings. The maximum age of respondents in our research was 22 to 35. This affects mainly
the method of purchase and also the level of satisfaction expected, the conclusions are based
upon our empirical findings from a survey on people who made recent purchases within 6
months but not less than 1 month. To expand the external validity of the study, it must be
reconfirmed in various age groups and modes of purchase in both the high involvement and
low involvement products

As (Cooper 2007) said and also the gap in the literature of cognitive dissonance is a
proof of, there are still a lot of areas still untapped. Taking the motivational aspect of cognitive
dissonance excluded early in 1970s since it was so subjective and the likely impacts on
consumers into account is of high value, and of course of challenge. Interested researchers can
work on the impacts of strategic marketing communication mix on cognitive dissonance; in the
meantime, a closer look at each marketing communication can help develop the literature so
far. Researchers can also work on brand and brand personality to find the impacts on cognitive
dissonance. In this study, we mainly focused on cognitive dissonance as a phenomenon in post-
purchase stage, as it is mainly considered with special reference to cell phones. However, future
research can address the impacts of communication and endorsers attitude on cognitive
dissonance and satisfaction whilst decision making at the shoppers choice.

7. Conclusion
As a part of the authors conclusion they have found out that the buying process is carefully
evaluated and stages of the buying process always goes through the same stages that any and
every consumer goes through. It has been found that consumers learn from experience and
repeated buying and every purchase empowers them and arms them with stronger and much
more informed decisions. Cognitive dissonance is imperative for consumers if enforces both
the parameters of satisfaction as well as paper meters of dissatisfaction and through are research
based on sample survey we have found that most consumers are content with most purchases
they have made recently

Buying process or the scenario of buying can sometimes induce learning and evolving in the
psychology of the consumers as they become more aware of what they are buying and manage
not to commit the same mistakes they usually would or have done so in the past. The authors
have found that if a consumer himself invests in the effort and time to carefully evaluate his
prospect of purchase or is involved with the purchase directly there is less scope of
dissatisfaction and more importantly dissonance. It was also found that most cases of
dissonance happen over online purchase and mostly in sub luxury consumer durables such as
machines and automobiles and cell phones etc., where in the product is examined and valued
in terms of comparison between ones own purchase and someone elses purchase, it also
occurs in case of luxury items wherein the consumer had to pay a price which he thought to be
a little too steep and then tries to reassure himself by reconfirming his purchase with his social
structure such as peers and friends ,family etc.

The authors have also observed that in the feeling of cognitive dissonance time also plays a
very crucial and pivotal influence. If the optimum amount of time is not spent by a consumer
on making a certain purchase decision or if a purchase is made in haste, the consumer is more
liable to be fidgety about his purchase decision or have dissonance about it, that is the strategy
that sales persons use as their sales pitch, that are usually pushy and aggressive and thrust their
sales upon the customers so that they do not have time to think about their decisions. Hence in
order to curb or reduce post purchase dissonance informed decisions should be made by
evaluating all parameters and making the decision most suitable to them.
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