Analyzing Antecedent Factors of Cognitive Dissonance Using E-Commerce Data

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.


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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 369-374.


Keiko Yamaguchi, GiXo Ltd., JAPAN
Makoto Abe, University of Tokyo, JAPAN


NA - Advances in Consumer Research Volume 44 | 2016

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