Application of self congruency and cognitive dissonance in cosmetics advertising

• Main Authors: State, Gabriel Marian, Deuskar, Sonali Prakash
• Other Authors: Marshall, Roger
• Format: Theses and Dissertations
• Published: 2008
• Subjects: DRNTU::Business::Advertising::Advertising method
• Online Access: http://hdl.handle.net/10356/7672
• Institution: Nanyang Technological University

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.