Degree of Cognitive Dissonance for Various Consumer Goods

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Degree of Cognitive dissonance for various Consumer goods Group No: | 18 | Ankit Aggrawal | 13P063 | Aparna Rastogi | 13P065 | M. Gautam | 13P081 | GopeshNakra | 13P104 | SatyajitTripathi | 13P109 | Prabudhjain | 13P155 | Literature Review Cognitive dissonance (CD) theory states that there is a tendency/behavior with individuals to seek consistency among their cognitions. When there is an inconsistency between attitudes and behaviors (dissonance), they will try to eliminate the dissonance (Festinger, 1957). CD can often be reduced in several ways. * Individuals change their beliefs and attitudes to a consonant one * Acquire new information to decrease dissonance * Downplay the importance of cognitions The consumer goods can be categorized into 3 types: * Convenience goods are goods in which purchase is not important to the consumer, either because of low price, low durability, or low ego-involvement. * Shopping goods are goods that arouse high levels of pre-purchase anxiety about the possible inappropriateness of the purchase. These goods are high in economic or psychological importance, contain significant performance differences, and have physical qualities that are readily related to the performance characteristics. Pre-purchase anxiety is high but reducible by shopping behavior. * Specialty goods are goods that are economically or psychologically important enough and have different enough performance characteristics to qualify as shopping goods, but have physical qualities that are not readily related to the performance characteristics sought. Then, cognitive dissonance occurs in the personal consumption situation when a buyer, seeking to satisfy what is to him an important need, must choose from among a number of alternative goods which contain important functional differences. Since goods offered in the
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