Application of self congruency and cognitive dissonance in cosmetics advertising
The relationship of image congruity and post-purchase dissonance has been reported in the marketing literature, and so has the relationship between dissonance, satisfaction and repeat purchase behavior; but the juxtaposition of all three constructs has not been investigated. In this research, congru...
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| Main Authors: | , |
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| Other Authors: | |
| Format: | Theses and Dissertations |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/7672 |
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| Institution: | Nanyang Technological University |
| Summary: | The relationship of image congruity and post-purchase dissonance has been reported in the marketing literature, and so has the relationship between dissonance, satisfaction and repeat purchase behavior; but the juxtaposition of all three constructs has not been investigated. In this research, congruity between self-image and the ideal image projected in an advertisement is found to correlate to post-purchase dissonance in the purchasers of lipstick. A follow-up study then tracks satisfaction and repeat purchase intentions and finds that, although sastisfaction is (as expected) not related to dissonance, repeat purchase is dependent upon both satisfaction and dissonance. |
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