A relook at the motor vehicle buyer after the purchase: dissonance arousal

Abstract

This study, based on Leon Festingers (1957) theory of cognitive dissonance, evaluates the relative power of various dissonance arousal factors, the impact of price and the psychological conditions necessary for dissonance arousal, for example, effort exerted. The empirical analysis was undertaken on a sample of 200 new motor vehicle buyers. Eight dimensions impact significantly on the magnitude of cognitive dissonance, namely, awareness of expectations, unconfirmed expectations, reported dissonance, effort, congruence with self-concept, price, persuasiveness, and level of confidence during purchases. The results contribute to a better understanding of human behaviour and cognitions thereby, enabling the development of effective marketing strategies to enhance post-purchase satisfaction. Opsomming Hierdie studie is gebaseer op Leon Festinger (1957) se teorie van kognitiewe dissonansie, wat die relatiewe krag van verskeie opwekkingsfaktore, die impak van prys, asook die sielkundige toestande evalueer wat vir dissonansie-opwekking vereis word soos byvoorbeeld inspanning uitgeoefen. Die empiriese analise is uitgevoer op n steekproef van 200 eienaars van nuwe motorvoertuie. Agt dimensies het n betekenisvolle impak op die vlak van kognitiewe dissonansie uitgeoefen naamlik, hoe bewus verbruikers van hulle verwagtinge is, verwagtinge wat onbevestig is, dissonansie wat gerapporteer word, inspanning, ooreenstemming met die eienaar se selfbeeld, prys, hoe oorredend die verkoper is en die koper se vlak van selfvertroue gedurende die aankope. Die resultate dra by tot n beter begrip van menslike gedrag en van kognisies en bevorder daardeur die ontwikkeling van doeltreffende bemarkingstrategie- om na-verkooptevredenheid te verhoog.

Keywords

• Dissonance arousal
• Cognitive dissonance