Analyzing Antecedent Factors of Cognitive Dissonance Using E-Commerce Data

Keiko Yamaguchi, GiXo Ltd., JAPAN
Makoto Abe, University of Tokyo, JAPAN
This paper provides managerial guidance on the factors that might prompt cognitive dissonance using actual e-commerce panel data. This is achieved by translating cognitive and emotional antecedent factors found in previous research into observables through online data, and constructing a hierarchical model to control individual heterogeneity and situational differences.
[ to cite ]:
Keiko Yamaguchi and Makoto Abe (2016) ,"Analyzing Antecedent Factors of Cognitive Dissonance Using E-Commerce Data", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 369-374.