Exploration of dissonance segments among fashion apparel consumers: Evidence from a developing nation

PurposeThe purpose of this paper is to examine the existence and profile consumer segments based on dissonance in Indian apparel fashion retail market.Design/methodology/approachThis study is based on cognitive dissonance theory (CDT) and analyses data using cluster and discriminant analysis on a sample (n = 354) from India.FindingsThe findings revealed three dissonance segments among consumers based on the intensity of dissonance experienced. This study also validated the clusters and profiled each segment. In doing so, the three clusters exhibited unique differences with respect to purchase and socio-demographic characteristics. Moreover, high dissonance segments were found to inversely impact customer’s satisfaction, loyalty and overall perceived value and positively impact tendency to switch.Practical implicationsUnderstanding the existence of cognitive dissonance (CD) patterns among consumers is critical for fashion apparel retailers. This paper offers unique insights into the specialties of each dissonance segment that assists the marketers to frame appropriate strategies to target them.Originality/valueThis paper advances knowledge on consumer behavior by highlighting the significance of CD.

Dissonance and Attitude Change

Cognitive dissonance theory (CDT) was first introduced by Leon Festinger. Cognitive dissonance is the process by which people detect an inconsistency between cognitions, such as attitudes, beliefs, and behavior. When individuals become aware of an inconsistency between cognitions, they experience a state of psychological discomfort that motivates them to restore consistency. Factors such as the importance of the cognitions and the magnitude of the discomfort play a role in determining how people restore consistency. Festinger described three primary ways people can reduce dissonance: change a cognition; add new cognitions; or change the importance of the inconsistent cognitions. Many early studies showed that when people are unable to change their behavior, they will change their attitudes to be more in line with the inconsistent behavior. Over the years, CDT has undergone many challenges and revisions. Some revisions focus on the importance of cognitions about the self in the processes by which dissonance motivates attitude change. Others focused on the consequences of the behavior and various cognitive mechanisms that underlie the experience of dissonance. In the early 21st century, research has examined the underlying motivation for dissonance-induced attitude and behavior change, and how people prefer to reduce dissonance once it is present. And, as with the entire field of social psychology, dissonance researchers are also raising concerns about the replicability of classic dissonance effects and focusing their attention on the need to improve the methods the field uses to test predictions going forward.

iGeneration’s Communication Psychology Facing Covid-19 In Terms of Cognitive Dissonance

The Covid-19 pandemic has a broad impact on various aspects and lines. One of them is that the country’s economy has not moved forward as before. The unemployment rate increase among the iGeneration who have just graduated from college feels confused and anxious because they have not found a job, thus negatively affected them. This research aims to analyze the iGeneration in facing the impact of Covid-19 pandemic in cognitive dissonance theory by linking interpersonal communication through communication psychology. This research was a case study of a conservative generation of 22 years of age with excellent academic achievements. The results show that of the three mental mechanisms that consist of selective prevents dissonance, post-decision dissonance creates a need for reassurance, and minimal justification for action induces a shift in attitude, the informants have different perspectives and perceptions that affect self-efficacy on the issue as cognitive dissonance.

Unfulfilled Winning Expectations Decrease Voter Satisfaction with Democracy

Every vote creates winners and losers, opening a satisfaction gap between the two. At a time when concerns are high for democracy, we do not know what exactly leaves substantial proportions of voters—losers—dissatisfied with the system. This paper provides causal evidence for the cognitive dissonance theory, which points at unfulfilled winning expectations. With a difference-in-differences design around the Brexit referendum, it finds that the result caused an additional 3% decrease in the Remainers’ satisfaction if they were expecting to win the vote. The gap grows with the strength of expectations, and the losers to whom the result came as a complete surprise experienced almost a three times larger decrease in satisfaction, compared to the Remainers who were sure they would lose. If winning expectations affect how dissatisfied losers become after votes, then those who set expectations about voting outcomes have responsibilities for the stability of democracy.

Coronavirus and Cognitive Dissonance, Behavior of Pakistanis During Pandemic Peak: A Study of Educated and Uneducated Citizens of Lahore

This research aims to investigate the behavior of the citizenry residing in Provincial Capital of Pakistan’s largest populated province of Punjab. Based on quantitative approach, a questionnaire with closed ended questions was distributed between two divisions of society – educated and uneducated – to measure their behavior towards the pandemic. The researchers have made an attempt to measure the cognitive dissonance of the society towards COVID with this hypothetical assumption that uneducated people would bother least as compared to the educated class. The research concluded the educated class had adopted more precautionary measures as compared to the uneducated class. However, there was a slight negation in awareness level of the educated and uneducated class regarding the pandemic. More precisely, the findings also surfaced cognitive dissonance theory in relation to the education, implying that regardless of the COVID-19 awareness and the spread, uneducated people are more likely in the state of cognitive dissonance that the educated people.

Preventing Cyberbullying and Online Harassment

The prevention of online harassment and cyberbullying is an important priority in offices, schools, businesses, and society-at-large. As the world becomes more connected, there is the unfortunate opportunity for harassment and bullying to occur in online environments. Sometimes this is related to offline interactions and sometimes it is solely online. Online harassment and bullying is an unethical and sometimes illegal behavior, which will be discussed in this chapter through the lens of interpretivism and using cognitive dissonance theory and spiral of silence theory. In addition, there are opportunities to proactively take action, which can reduce the likelihood of our online connections turning into harassing environments.

A Review of Cognitive Dissonance Theory and Its Relevance to Current Social Issues

More than 60 years ago, Cognitive Dissonance Theory was introduced by Leon Festinger (1957), and arguably, this classic theory is still relevant to this day. Festinger described that cognitive dissonance occurs whenever people are confronted with facts that contradict their beliefs, values, and ideas; they will thrive on finding a way to resolve the contradiction to reduce their discomfort. The theory applies to all social situations involving the formation and changes of human attitude, and it is particularly pertinent to the process of decision-making and problem-solving. The relevance of the theory is still reflected today in the era of the Internet-of-Things (IoT). The information overload and exposure of conflicting opinions on the Internet lead people to a state of mental fatigue where they become confused to seek the right information and may result in social and psychological conflicts. Hence, this review paper attempts to provide an overview of the classic theory by exploring the core assumptions of the theory, causes of dissonance, and the theoretical implications on current social issues. It is expected that the results of the review could provide a sound basis for further practical study within the field of social studies.

The Mediating Effect of Overcompensation of Rationalisation on Instrumental Climate and Escalation of Corruption Relationship

This paper employs cognitive dissonance theory to investigate the mediating effect of Overcompensation of Rationalisation (OCR) on instrumental climate and escalation of corruption relationship. Moreover, this study examines the role of loyalty as a moderator to reduce the impact of instrumental climate on OCR. This study uses laboratory experiments with 94 master’s degree students as participants. The results show that OCR fully mediates the relationship between the instrumental climate and the escalation of corruption. Instrumental climate leads an individual to OCR, which impacts on the corruption escalation. The analysis also shows that loyalty can moderate the effect of instrumental climate on OCR. It indicates that a level of loyalty enables an individual to filter the impact of instrumental climate on OCR. Besides, the intention of corruption also contributes to the escalation and snowballing effect of corruption. Surprisingly, it is also found that individuals with their experiences tend to be more expert, skilful, and efficient in committing acts of corruption. Those enable the perpetrator to be corrupt smoothly; the amount of corruption, in aggregate, is more massive without the increase of maximum scores so it can lead the evaluator on.

Vicarious Dissonance

This paper proposes to make an inventory of knowledge on the process of vicarious dissonance, describing the possibility of individuals experiencing cognitive dissonance vicariously when they observe a member of their group acting inconsistently with their own attitudes ( Cooper & Hogg, 2007 ). After identifying different factors necessary for or conducive to the development of vicarious dissonance, and after reviewing the nature of vicarious dissonance, this article will explore the reasons why an individual may be compelled to change their attitude under conditions of vicarious dissonance. We will conclude our argument by presenting new findings on this phenomenon in line with several theories. According to the cognitive dissonance theory, the reduction is linked to a decrease in arousal which leads to a decrease in inconsistency. While the social identity theory ( Tajfel & Turner, 1979 ) and self-categorization ( Turner et al., 1987 ) allows us to think of cognitive dissonance as a vicarious process, the uncertainty theory ( Hogg, 2000 , 2007 ) proposes brand new interpretations for answering the question “what are the functions of vicarious dissonance reduction?”, at both individual- and group-level.