Are Automobile Purchasers Dissonant Consumers?
Open Access
- 1 April 1963
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 27 (2) , 55-58
- https://doi.org/10.1177/002224296302700211
Abstract
Are there really “dissonant consumers”—that is, consumers beset with doubt after a purchase that they have made the correct choice? The author examines this question, using the findings of his study of new automobile owners; and he discusses the issue of the advertiser's responsibility to the recent purchaser.Keywords
This publication has 0 references indexed in Scilit: