Cognitive Dissonance and Consumer Behavior: A Review of the Evidence

  title={Cognitive Dissonance and Consumer Behavior: A Review of the Evidence},
  author={William Hayman Cummings and Murugesan Venkatesan},
  journal={Journal of Marketing Research},
  pages={303 - 308}
Researchers in consumer behavior have attempted to relate attitude change, information seeking, and brand loyalty to the concept of cognitive dissonance. The writers review the consumer behavior literature relating to cognitive dissonance, critique the research, and provide some directions for future research. 
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