A PILOT STUDY OF CONSUMERS’ COGNITIVE DISSONANCE AND ITS ANTECEDENTS

Yıl 2019, , 119 - 128, 18.07.2019

Bahar Taşar , Ayla Özhan Dedeoğlu

https://doi.org/10.18354/esam.541801

Öz

Cognitive dissonance is defined as a
situation that involves conflicts among cognitions, emotions and behaviors of
individuals that have a quest for consistency and order in their life.
Dissonance can be experienced between many dimensions, i.e. cognitions,
emotions, and behaviors. Thus, it can be suggested that the antecedents of
cognitive dissonance and their effect size on dissonance can vary. Current
study analyzes impulsive buying, psychological tension, sales promotions and
discounts, indecisiveness, emotional mood, feedback from other people around as
antecedent variables that may have an influence the cognitive dissonance. The
study aims to contribute to the literature by studying the impact of these
antecedents on cognitive dissonance in a broader market context rather than a
specific product context. Findings reveal that impulsive buying, sales
promotions and discounts and negative feedback from other people significantly
cause cognitive dissonance.

Anahtar Kelimeler

Cognitive Dissonance, Impulsive Buying

TÜKETİMDE BİLİŞSEL UYUMSUZLUK VE ÖNCÜLLERİ ÜZERİNE PİLOT ARAŞTIRMA

Öz

Bilişsel uyumsuzluk, tutarlılık ve düzen arayışı içindeki
bireylerin biliş, duygu ve davranışları arasında uyumsuzluk nedeni ile duygusal
olarak rahatsızlık yaşaması durumu olarak tanımlanabilir. Uyumsuzluğun tutum
bileşenleri olarak biliş ve duygu ile davranış gibi çok sayıda boyut arasında
gerçekleşebileceği dikkate alındığında, buna neden olan faktörlerin çok çeşitli
olabileceği ve içinde bulunduğu bağlama göre hem değişkenlerde hem de
değişkenlerin etki derecesinde farklılıklar görülebileceği öne sürülebilir. Mevcut
çalışmada bilişsel uyumsuzluğa yol açan olan öncül değişkenler olarak
tüketicinin yaşadığı psikolojik gerilim, içinde bulunduğu duygusal mod,
kararsızlık, çevredeki kişilerden alınan geri bildirim ve plansız ve anlık
satın alma kararları incelenmiş ve literatürden farklı olarak bunların
tüketicilerde bilişsel uyumsuzluk yaratma kapasitesi spesifik ürün bağlamında
değil, genel pazar bağlamında araştırılmıştır. Bulgular sırasıyla plansız satın
alma, satış promosyonları ve indirimler ile çevredeki kişilerden alınan olumsuz
geri bildirimlerin bilişsel uyumsuzluğa neden olduğu göstermektedir.

Anahtar Kelimeler

Bilişsel Uyumsuzluk, Plansız Satın Alma, Duygular ve Mod, Kararsızlık, Geri Bildirim

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