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Raphael Annen
Former Member
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Msc
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Annen
First name
Raphael
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PublicationEinfluss der Preiswahrnehmung auf die kognitive Dissonanz nach einer KaufentscheidungA (purchase) decision involves selecting an alternative and rejecting another one. This results in conflicts and inconsistencies, which can lead to uncertainties. Human beings in their consistent nature, strive to eliminate such conflicts and inconsistencies and reduce their uncertainty. The theory of cognitive dissonance provides a theoretical framework for capturing and describing such processes. In the field of consumer behavior, the theory has received some attention, especially in its early years. However there was a reduction in interest, which was both inexplicable and unfortunate. This is unfortunate in so far, as the theory is able to contribute to a deeper understanding of consumer behavior. Therefore the focus of this thesis lies on purchase decisions and their effects on consumers' post-purchase behavior. The price as crucial element of purchase decisions, especially its effects on post-purchase behavior and its relation to cognitive dissonance, have been rarely investigated so far. This thesis addresses this issue and reviews the current state of research on cognitive dissonance and behavioral pricing. The process of dissonance can be subdivided into dissonance induction and dissonance reduction. Dissonance induction describes which situations lead to dissonance and which factors influence the magnitude of the resulting dissonance. Thus, the work focuses on purchase decisions as dissonance-triggers and the role of price as influencing factor on the magnitude of dissonance. On the other hand, dissonance reduction captures possible strategies of consumers in dealing with dissonance. It provides hints to companies as to which measures can be used to avoid or reduce dissonance. This prevents negative consequences such as product returns or the suppression of the purchase decision. For this purpose, a qualitative preliminary study and three experiments were conducted. The results show that price perception has an influence on the magnitude of dissonance after a purchase decision. As countermeasures, positive confirmation (in form of customer reviews) and liberal product return policies were tested. In particular, it was demonstrated that positive confirmation significantly reduces dissonance after a purchase decision. With some limitations, the possibility of returning the product has also dissonance reducing effects. The essence is giving the consumers the certainty that they make and have made the right purchase decision.Type: doctoral thesis
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PublicationWas ist Herkunft wert? Eine empirische Studie zu Regionalprodukten( 2017)