Department of Marketing

Title

Cognitive Dissonance after Purchase: A Multidimensional Scale.

Document Type

Article

Publication Date

Spring 2000

Abstract

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.

Volume

17

First Page

369

Last Page

385