A Field Test of the Relationship between Cognitive Dissonance and State Anxiety
Open Access
- 1 November 1978
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 15 (4) , 650-655
- https://doi.org/10.1177/002224377801500417
Abstract
An ex post facto field study investigated state anxiety as a measure of the magnitude of postpurchase dissonance. Purchase conditions which should produce varying levels of postpurchase dissonance were found to have a predicted effect on a validated measure of state anxiety. Implications for aspects of marketing strategy and application to the study of consumer behavior are highlighted.Keywords
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