Cognitive Dissonance Affecting Consumer Buying Decision Making: A study Based on Khulna Metropolitan Area

Tarun Kanti Bose, Sandip Sarker


The theory of “cognitive dissonance” is of great importance in consumer behavior and marketers have lots of interest in analyzing the post purchase behavior of consumers experienced by them. This paper has explored the factors that create cognitive dissonance in consumer buying decision making particularly among the consumer goods purchaser in the Khulna metropolitan area. At first a structured questionnaire has been developed measuring 10 constraints variable. The factors creating cognitive dissonance in consumer buying decision in Khulna metropolitan area have been evaluated by those 10 variables in the form of: belief, norms, customs, family status, political ideology, emotional reaction, personal performance, culture, religious value & peer group influence. The relationship of the variables was evaluated by the survey outcomes. Results show that several factors are influential in creating cognitive dissonance among the customers of consumer goods. Some of these are family status, religious value, customs, belief etc. the study also reveals the problems and identified probable solutions to overcome these problems.

Full Text:



Assael, H. (1981), Consumer Behavior and Marketing Action, (3rd Edition), PWS-Kent Publishing Company, Boston, M. A.

Berkman, H. W. (1992). Twenty years of the journal. Journal of the Academy of Marketing Science, 20(4), 299–300.

Cognitive dissonance. (2012). In Wikipedia. Retrieved March 14, from dissonance

Davis, Keith A., & John W. Newstrom (2000). Human Behavior at Work: Organizational Behavior. New York: McGraw-Hill, current edition.

Ekinci, Y., & Riley, M. (2003). An Investigation of Self-concept: Actual and Ideal Self congruence Compared in the Context of Service Evaluation. Journal of Retailing and Consumer Services, 10, 201-14.

Engel, J F. (1998). Consumer Behavior. Blackwell R.D. &Miniard P.W. Dryden.p-789.

Festinger, L. (1957). A Theory of Cognitive Dissonance. Stanford University Press, California. Retrieved February 2, 2011 from

Grimm, P.E. (2005). Ab components’ impact on brand performance. Journal of Business Research, 58(4), 508-517.

Hamza V. K., & Zakkariya K. A. (2012). Determinants of cognitive dissonance and its relative importance to consumer product purchase. International Journal of Multidisciplinary Management Studies, 2(1), January 2012, ISSN 2249 8834.

Hawkins DI; Best, R J., & Coney, K. A. (1989). Consumer Behavior: Implications for Marketing Strategy. Homewood, Boston: BPI/IRWIN. P-433

Hitesh Bhasin. (2010). “=Factors Affecting Consumer Buying Behavior. From

Icek, Ajzen. (2001). Nature and Operation of Attitudes. Annual Reviews. 52:27-58

Kaish, S. (1967). Cognitive Dissonance and the Classification of Consumer Goods. The Journal of Marketing, 31(4), 28-31.

Korgaonkar, K. P., & Moschis, G. P. (1982). An Experimental Study of Cognitive Dissonance, Product Involvement, Expectations, Performance and Consumer Judgment of Product Performance. Journal of Advertising, 11(3), 32-44.

Loudon, D.L. (1993). Consumer Behavior. Concepts and Applications / D.L. Loudon, A.J. Della Bitta. McGraw-Hill, Inc., p. 788.

Louisa C. Egan, Laurie R. Santos, & Paul Bloom. (2007). The Origins of Cognitive Dissonance Evidence From Children and Monkeys. Research article, 18(11), Association for Psychological Science.

Malhotra, N. (2005). Attitude and affect: new frontiers of research in the 21st century. Journal of Business Research, 58, 477-482.

Matthew D. Lieberman, Kevin N. Ochsner, Daniel T. Gilbert, & Daniel L. Schacter, (2001). Do Amnesics Exhibit Cognitive Dissonance Reduction? The Role of Explicit Memory and Attention in Attitude Change. Research article, 12(2), March 2000.

Montgomery, C., & Barnes, J.H. (1993). POSTDIS: A Short Rating Scale for Measuring Post Purchase Dissonance. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 6, 204-216.

Rice, Ch. (1997). Understanding Customers Butterworth-Heinemann, 216 p.

Schiffman, L.G. (2004). Consumer Behavior , L.G. Schiffman, L.L. Kanuk. Prentice Hall, p. 250-287

Sirgy, M. J., Johar, S., & Claiborne, C. B. (1992). Self-concept Motivation as Mediator between Self-congruity and Attitude/Intention. Developments in Marketing Science, 15, 402-406.

Solomon R. Michael. (2004). Consumer Behavior: Buying, Having, and Being. Singapore: Pearson Prentice Hall. P 224-244.

Solomon, M. Michael. (2002). Consumer Behavior. A European Perspective, M. Solomon, G. Bamossy, S. Askegaard.Prentice Hall, p.126-153.

Wang, Yun, & Heitmeyer, Jeanne (2005). Consumer Attitude toward US versus Domestic Apparel in Taiwan. International Journal of Consumer Studies, 30(1), 64-74.


To make sure that you can receive messages from us, please add the '' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.

Copyright © Macrothink Institute ISSN 1941-899X

'Macrothink Institute' is a trademark of Macrothink Institute, Inc.