认知失调
自我知觉理论
背景(考古学)
认知
口头传述的
自我辩护
心理学
服务(商务)
价值(数学)
营销
社会心理学
过程(计算)
业务
广告
计算机科学
地理
操作系统
机器学习
考古
神经科学
标识
DOI:10.1080/15332969.2011.557602
摘要
While numerous studies used the theory of cognitive dissonance to explain consumer behavior, there is no study as of today that has applied the theory to the service industry to investigate the role of cognitive dissonance in influencing important marketing-related variables such as perceived value and trust. This study examines the relationship between cognitive dissonance and relationship variables (trust and value) and proposes a model to understand how consumers process information facing a negative word-of-mouth (WOM) message that is incongruent with their existing belief, along with how cognitive dissonance affects their behaviors. The proposed model is tested using data collected via mail survey on customers of hotel–motel organizations. The study finding suggests that the theory of cognitive dissonance can be extended beyond a postdecision situation to a service context to explain how customers process information facing a WOM message that is incongruent with their existing belief. It is shown that cognitive dissonance is a predominant predictor of repatronage behavior, even for satisfied customers.
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