It Tastes Better For Me Just Because You Don’T Like It: the Effect of Cognitive Dissonance on Product Enjoyment
Prior research on cognitive dissonance has mostly focused on understanding consumers’ attitude and behavior after having to process counter attitudinal information. However, little is known about the effect of cognitive dissonance on subjective consumption experiences. Across two experiments, we investigate the effect of cognitive dissonance on subjective product enjoyment.
Aya Aboelenien and Caroline Roux (2020) ,"It Tastes Better For Me Just Because You Don’T Like It: the Effect of Cognitive Dissonance on Product Enjoyment", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1204-1204.
Aya Aboelenien, HEC Montreal, Canada
Caroline Roux, Concordia University, Canada
NA - Advances in Consumer Research Volume 48 | 2020
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