Как измерить когнитивный диссонанс, или что происходит после принятия решения о покупке

Хаускнехт Дуглас; Свини Джиллиан С.; Сутар Джеффри Н.; Джонсон Лестер У.

Понятие диссонанса;

Показатели;

Методика разработки показателей когнитивного диссонанса;

Обсуждение результатов;

Потребительское поведение Исследование удовлетворенности

Мышление потребителя Принятие решений о покупках

Ключевые слова: когнитивный диссонанс, эмоциональные показатели, поведение потребителя, проблема выбора, решение о покупке

Аннотация

В данной статье приводятся результаты исследования, посвященного удовлетворенности и лояльности клиентов. Анализируются выдвигаемые гипотезы, и рассматривается предварительная модель. По каждому исследованному бренду дается подробный анализ и приводится адаптированная модель. Кроме того, предлагаются выводы и практические рекомендации для дальнейших исследований.

Журнал: «Реклама. Теория и практика» — №2, 2006 (© Издательский дом Гребенников)

Объем в страницах: 12

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Хаускнехт Дуглас

Университет АКРОН (University of Akron). (США).

Свини Джиллиан С.

Университет Западной Австралии (University of Western Australia) (Австралия).

Сутар Джеффри Н.

Университет Эдит Кован (Edith Cowan University) (Австралия).

Джонсон Лестер У.

Университет Монаш (Monash University) (США).

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