The Measurement of Cognitive Dissonance: Some Experimental Findings

@article{Oshikawa1972TheMO,
  title={The Measurement of Cognitive Dissonance: Some Experimental Findings},
  author={S. Oshikawa},
  journal={Journal of Marketing},
  year={1972},
  volume={36},
  pages={64 - 67}
}
  • S. Oshikawa
  • Published 1972
  • Psychology
  • Journal of Marketing
Asking consumers how dissonant they were may measure their levels of anxiety and may produce invalid indices of cognitive dissonance. Subjects with high anxiety are likely to answer in such a way as to be classified as dissonant even when they did not experience cognitive dissonance. 
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