A Dissonance Approach to Repeat Purchasing Behavior
Journal of Marketing ResearchPublished 1 November 1969
Robert A. Mittelstaedt
Citations40
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
In a laboratory study of consumer choice behavior, decisions tended to be repeated in conformity with a prediction generated from the theory of cognitive dissonance. The results suggest it may be possible, using this theory, to predict decision situations that will lead to repeat purchases.
Keywords
Decision Sciences
Journal of Marketing ResearchThe Theory of Cognitive Dissonance and Experimental Research
39 Citations1968Sadaomi Oshikawa