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Cognitive dissonance after purchase: A multidimensional scale
Author(s) -
Sweeney Jillian C.,
Hausknecht Douglas,
Soutar Geoffrey N.
Publication year - 2000
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(200005)17:5<369::aid-mar1>3.0.co;2-g
Subject(s) - cognitive dissonance , psychology , conceptualization , scale (ratio) , self perception theory , construct (python library) , cognition , construct validity , self justification , social psychology , reliability (semiconductor) , cognitive psychology , psychometrics , developmental psychology , computer science , artificial intelligence , physics , quantum mechanics , neuroscience , power (physics) , programming language
The concept of cognitive dissonance has been discussed widely in the consumer behavior literature, yet paradoxically, there is no well established scale to measure it. This article describes the development of a 22‐item scale for assessing cognitive dissonance immediately after purchase. First, the article discusses the conceptualization of the construct, recognizing that dissonance is not only cognitive in nature, but also has an emotional component, consistent with Festinger's early description of dissonance as a psychologically uncomfortable state. The procedures used to develop and refine the scale are subsequently described. This included a qualitative study to generate the items and two samples for each stage of the quantitative stages of scale refinement. Evidence of the scale's sound psychometric properties, including its reliability, validity and factor structure is given.© 2000 John Wiley & Sons, Inc.