A PILOT STUDY OF CONSUMERS’ COGNITIVE DISSONANCE AND ITS ANTECEDENTS

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

Kaynakça

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