An Experiment on Consumer Dissonance

Robert J. Holloway

60 citations0/0 files storedJournal of Marketing

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Consumer Behavior and Marketing Influence Decision-Making and Behavioral Economics Consumer Market Behavior and Pricing

Abstract

In this article the author describes a consumer-decision experiment which involved four dissonant-producing factors simultaneously. Even though the study is limited to only one product, an automobile battery, the findings provide useful insights that might be applicable to various product categories.

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