Are Satisfaction and Dissonance the Same Construct? A Preliminary Analysis

Authors

  • Jillian C. Sweeney University of Western Australia
  • Geoffrey N. Soutar Edith Cowan University
  • Lester W. Johnson University of Sydney

Abstract

This paper discusses the possible relationship between cognitive dissonance and satisfaction following the purchase and use of a durable good. Cognitive dissonance and satisfaction were proposed to be inversely related when satisfaction is low and unrelated otherwise. The research supported this proposition. The problems associated with measuring dissonance are discussed and future research directions are suggested.

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Published

2022-03-07

Issue

Vol. 9 (1996): The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior

Section

Journal Articles

License

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