Cognitive dissonance in post purchase period : evidence from mobile phone users

• The present study investigates whether the cognitive dissonance exists in post purchase phase in mobile phone industry. It is not certain that mobile phone users are fully satisfied since they are usually confused with abundant information during purchasing period. Three dissonant dimensions were measured with two-hundred-and-eighty-three university students. The results provide interesting insights. The major differences between high and low dissonance group are: ‘influence by other people’s opinion’, ‘difficulty in searching information’, ‘product involvement’, and ‘satisfaction with mobile phone/operator’. The findings reveal that consumers are ‘not unhappy’ with their mobile phone/operator, but not extremely happy either. There is ample room for improvements. For marketers, the consumer perceptions toward communication messages should be given high priority. The messages need to be straightforward and clear in the consumers’ interpretation.

Subject headings

TEKNIK OCH TEKNOLOGIER  -- Annan teknik -- Övrig annan teknik (hsv//swe)

ENGINEERING AND TECHNOLOGY  -- Other Engineering and Technologies -- Other Engineering and Technologies not elsewhere specified (hsv//eng)

Keyword

fasteass

Entreprenörskap och innovation

Entrepreneurship and Innovation

Centre - The Faste Laboratory

Centrumbildning - Fastelaboratoriet

Publication and Content Type

vet (subject category)

kon (subject category)