An Experimental Study of Cognitive Dissonance, Product Involvement, Expectations, Performance and Consumer Judgement of Product Performance
- 1 October 1982
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 11 (3) , 32-44
- https://doi.org/10.1080/00913367.1982.10672810
Abstract
This experimental study investigates the effects of cognitive dissonance, expectations, and product performance on product evaluations. The study improves upon the methodological problems of the past experimental studies. The results of a 2×2×2 factorial design suggest that product involvement acts as a moderator in the postdecisional product evaluation process. The theoretical and empirical findings suggest communication guidelines for the advertisers.Keywords
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