Abstract
The understanding of consumers’ satisfaction with a product/service has become an important topic in consumer behavior research. Past experimental research in this area is based on explanations offered by cognitive dissonance theory. This experimental study points out methodological problems in the past experimental research. Theoretical and managerial implications are discussed.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Robert P. AbeIson, Elliot Aronson, William J. McGulre, Theodore M. Newcomb, Milton J. Rosenberg, and Percy H. Tannenbaum, eds., Theories of Cognitive Consistency: A Sourcebook (Chicago: Rand McNally, 1968), 13.
Ralph E. Anderson, “Consumer Dissatisfaction: The Effect of Discon-firmed Expectancy on Perceived Product Performance,” Journal of Marketing Research. 10 (1973), 38–44.
Gerald D. Bell, “The Automobile Buyer After the Purchase,” Journal of Marketing, 31 (1965), 12–16.
Lawrence Bowen and Steven H. Chaffee, “Product Involvement and Pertinent Advertising Appeals,” Journalism Quarterly, (1974), 613–21.
Jack W. Brehm and Arthur R. Cohen, Explorations in Cognitive Dissonance (New York: John Wiley and Sons, Inc., 1962).
Richard N. Cardozo, “An Experimental Study of Customer Effort, Expectation, and Satisfaction,” Journal of Marketing Research, 2 (1965), 244–9.
Joel B. Cohen and Marvin E. Goldberg, “The Dissonance Model in Post-Decision Product Evaluation,” Journal of Marketing Research. 7 (1970), 315–21.
William H. Cummings and M. Venkatesan, “Cognitive Dissonance and Consumer Behavior: A Review of the Evidence,” Journal of Marketing Research, 13 (1976), 303–08.
J. M. Donnelly and J. M. Ivancevich, “Post-Purchase Reinforcement and Back-Out Behavior,” Journal of Marketing Research. 7 (1970), 399–400.
James F. Engel, “Are Automobile Purchasers Dissonant Consumers?", Journal of Marketing. 27 (1963), 55–8.
Shel Feldman, ed., Cognitive Consistency: Motivational Antecedents and Behavioral Consequences (New York: Academic Press, 1966).
Leon Festinger, A Theory of Cognitive Dissonance (Stanford CA; Stanford University Press, 1957).
—ed., Conflict, Decision, and Dissonance (Stanford CA: Stanford University Press, 1964).
Johnathan L. Freedman, “Involvement, Discrepancy and Change,” Journal of Abnormal and Social Psychology, 69 (1964), 290–305.
H. J. Greenwald, “The Basic Assumptions of Dissonance Theory,” Psychological Reports. (1968), 888.
Shelby D. Hunt, “Post Transaction Communications and Dissonance Reduction,” Journal of Marketing, 31 (1970), 39–43.
Harold H. Kassarjian and Joel B. Cohen, “Cognitive Dissonance and Consumer Behavior: Reactions to the Surgeon General’s Report on Smoking and Health,” California Management Review, 8 (1965), 55–64.
Pradeep K. korgaonkar, “An Experimental Study of Product Satisfaction, Product Importance, Expectations, and Performance,” an unpublished Ph.D. dissertation, (Atlanta GA: Georgia State University, 1980).
H. E. krugman, “The Impact of Television Advertising: Learning Without Involvement,” Public Opinion Quarterly, 29 (1965), 349–56.
—, “Temporary Effects of Communication,” Journal of Advertising Research, 10 (1970), 15–17.
John L. Lastovicka and Dana M. Gardner, “Components of Involvement,” in Attitude Research Plays for High Stakes, John C. Malsney, ed. (Chicago: American Marketing Association, 1978).
Richard L. Oliver, “Effect of Expectation and Disconfirmation of Postexposure Product Evaluations: An Alternative Interpretation,” Journal of Applied Psychology. 62 (1979), 480–86.
Richard W. Olshavsky and John A. Miller, “Consumer Expectations, Product Performance, and Perceived Product Quality,” Journal of Marketing Research, 9 (1972), 19–21.
Jerry C. Olson and Philip Dover, “Disconfirmation of Consumer Expectations Through Product Trial,” Journal of Applied Psychology, 64 (1979), 179–89.
Michael L. Ray, “Marketing Communication and the Hierarchy of Effects,” in New Models for Mass Communications Research, P. Clark, ed. (Beverly Hills CA: Sage Publications, Inc., 1973).
Thomas S. Robertson, “Low Commitment and Consumer Behavior,” Journal of Advertising Research, 16 (1976), 19–24.
Muzafer Sherif and Carl I. Hovland, Social Judgement: Assimilation and Contrast Effects in Communication and Attitude Change (New Haven, CT: Yale University Press, 1961).
Robert A. Westbrook, “Intrapersonal Affective Influences on Consumer Satisfaction with Products,” Journal of Consumer Research, 7(1) (1980), 49–54.
Arch G. Woodside, “Positive Disconfirmation and Expectation and the Effect of Effort on Evaluation,” Proceedings, 80th Annual Convention, American Psychological Association, (1972),
"Foreign Mystique,” The Wall Street Journal. Dow Jones and Company, (March 20, 1980).
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Korgaonkar, P.K., Parameswaran, R. (2015). Product Involvement, Cognitive Dissonance and Product Satisfaction: An Experimental Study. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_21
Download citation
DOI: https://doi.org/10.1007/978-3-319-16946-0_21
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16945-3
Online ISBN: 978-3-319-16946-0
eBook Packages: Business and EconomicsBusiness and Management (R0)