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Cognitive dissonance in post purchase period: evidence from mobile phone users
Umeå university.
Umeå university.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Innovation and Design.ORCID iD: 0000-0003-3255-414X
2008 (English)Conference paper, Oral presentation only (Other academic)
Abstract [en]

The present study investigates whether the cognitive dissonance exists in post purchase phase in mobile phone industry. It is not certain that mobile phone users are fully satisfied since they are usually confused with abundant information during purchasing period. Three dissonant dimensions were measured with two-hundred-and-eighty-three university students. The results provide interesting insights. The major differences between high and low dissonance group are: ‘influence by other people’s opinion’, ‘difficulty in searching information’, ‘product involvement’, and ‘satisfaction with mobile phone/operator’. The findings reveal that consumers are ‘not unhappy’ with their mobile phone/operator, but not extremely happy either. There is ample room for improvements. For marketers, the consumer perceptions toward communication messages should be given high priority. The messages need to be straightforward and clear in the consumers’ interpretation.

Place, publisher, year, edition, pages
2008.
Keywords [en]
fasteass, Industrial engineering and economy - Industrial organisation, administration and economics
Keywords [sv]
Industriell teknik och ekonomi - Industriell organisation, administration och ekonomi
National Category
Other Engineering and Technologies not elsewhere specified
Research subject
Entrepreneurship and Innovation
Identifiers
URN: urn:nbn:se:ltu:diva-27949Local ID: 1908cf00-6ed5-11dd-8151-000ea68e967bOAI: oai:DiVA.org:ltu-27949DiVA, id: diva2:1001140
Conference
Aalborg University Conference on Internationalisation of Companies and Inter-Cultural Management : 27/10/2008 - 29/10/2008
Projects
Fastelaboratoriet - VINNEXC
Note
Godkänd; 2008; 20080820 (vinpar)Available from: 2016-09-30 Created: 2016-09-30 Last updated: 2017-11-25Bibliographically approved

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Parida, Vinit

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf