The Dissonance Model in Post-Decision Product Evaluation
Journal of Marketing ResearchPublished 1 August 1970
Joel B. Cohen, Marvin E. Goldberg
Citations135
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
Post-decision cognitive reevaluation of instant coffee was primarily influenced by confirmation-disconfirmation experience with the product. Prior information resulting from brand familiarity influenced the direction of post-decision reevaluation.
Keywords
Business, Management and Accounting
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