Consequences Post-Purchase Cognitive Dissonance among Consumer's of Fast Moving Consumer Goods (FMCG)

Document Type : Original Article

Authors

1 استادیار و عضو هیئت علمی، دانشکدۀ اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.Assistant Prof., Faculty of Economics, Management and Administrative

2 Ph.D. Candidate in Business Management, Faculty of Economics, Management and Administrative sciences, Semnan University, Iran.

Abstract

 Objective:  Some empirical studies and investigate of human behavior have pointed to a kind of dissonance between attitude and behavior. Nevertheless, this study seeks to examine the Reflection on Antecedents and consequences post-purchase cognitive dissonance among consumers of Fast Moving Consumer Goods (FMCG).  Methodology: In terms of the applied results and goal, the present study is descriptive which has been conducted through survey method. The statistical sample is the Semnan city Fast Moving Consumer Goods which 432 persons have been selected as the sample using Cochran Sampling Formula. Structural equations’ modeling was used to analyze research data with Smart-PLS software. Finding:  The results of the study showed that Consumer expectations of product, Consumer attitudes towards firms’ marketing and trait anxiety has a positive and significant effect on the post-purchase cognitive dissonance. Conclution: the post-purchase cognitive dissonance between perceived significant impacts on the self-confidence consumer was not found. Also, this post-purchase cognitive dissonance has a positive and significant effect on the value of consumption and negative behaviors after purchase

Keywords

References

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History

  • Receive Date: 08 May 2019
  • Revise Date: 08 January 2021
  • Accept Date: 31 December 2020

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