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Books > Business & Economics > Business & management > Sales & marketing > Customer services
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Online Impulse Buying and Cognitive Dissonance - Examining the Effect of Mood on Consumer Behaviour (Paperback, 1st ed. 2021)
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Online Impulse Buying and Cognitive Dissonance - Examining the Effect of Mood on Consumer Behaviour (Paperback, 1st ed. 2021)
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Consumers' beliefs and attitudes towards online sales significantly
influence buying behavior on the internet. However, the impact of
these thoughts and beliefs on the decision to make an online
purchase is not direct. It can be moderated by the emotions
experienced while browsing an e-commerce website. Impulse buying in
particular is influenced by a number of factors, for example how
stimulating the e-shopping platform is, and how easy it is to click
on the cart a certain product, for instance a smartphone. But what
happens after an online impulse buy is made? Often the customer can
regret the purchase and in the throes of anxiety, look for reasons
to justify the choices made. Consumer behaviour scholars and
pyschologists call this phenomenon cognitive dissonance, and
certain individuals are more sensitive than others in developing
this than others. This book offers a deep investigation around
online impulse buying and subsequent cognitive dissonance.
Specifically, the authors present a research case study of a group
of millenials who are shopping for smartphones to study whether an
initial positive state can reduce the onset of cognitive dissonance
in consumers. Based on substantial research and a sample of 212
impulsive millennial buyers, the book provides a comprehensive, but
simple and synthetic framework of impulse buying, cognitive
dissonance and positive affect state, highlighting their
relationships.
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