The Dissonance Model in Post-Decision Product Evaluation
Open Access
- 1 August 1970
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 7 (3), 315-321
- https://doi.org/10.1177/002224377000700305
Abstract
Post-decision cognitive reevaluation of instant coffee was primarily influenced by confirmation-disconfirmation experience with the product. Prior information resulting from brand familiarity influenced the direction of post-decision reevaluation.Keywords
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