Description: Online Impulse Buying and Cognitive Dissonance Please note: this item is printed on demand and will take extra time before it can be dispatched to you (up to 20 working days). Examining the Effect of Mood on Consumer Behaviour Author(s): Giovanni Mattia, Alessio Di Leo, Ludovica Principato Format: Hardback Publisher: Springer Nature Switzerland AG, Switzerland Imprint: Springer Nature Switzerland AG ISBN-13: 9783030659226, 978-3030659226 Synopsis Consumers' beliefs and attitudes towards online sales significantly influence buying behavior on the internet. However, the impact of these thoughts and beliefs on the decision to make an online purchase is not direct. It can be moderated by the emotions experienced while browsing an e-commerce website. Impulse buying in particular is influenced by a number of factors, for example how stimulating the e-shopping platform is, and how easy it is to click on the cart a certain product, for instance a smartphone. But what happens after an online impulse buy is made? Often the customer can regret the purchase and in the throes of anxiety, look for reasons to justify the choices made. Consumer behaviour scholars and pyschologists call this phenomenon cognitive dissonance, and certain individuals are more sensitive than others in developing this than others. This book offers a deep investigation around online impulse buying and subsequent cognitive dissonance. Specifically, the authors present a research case study of a group of millenials who are shopping for smartphones to study whether an initial positive state can reduce the onset of cognitive dissonance in consumers. Based on substantial research and a sample of 212 impulsive millennial buyers, the book provides a comprehensive, but simple and synthetic framework of impulse buying, cognitive dissonance and positive affect state, highlighting their relationships.
Price: 42.74 GBP
Location: Aldershot
End Time: 2025-01-30T11:43:35.000Z
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Book Title: Online Impulse Buying and Cognitive Dissonance
Number of Pages: 99 Pages
Language: English
Publication Name: Online Impulse Buying and Cognitive Dissonance: Examining the Effect of Mood on Consumer Behaviour
Publisher: Springer Nature Switzerland A&G
Publication Year: 2021
Subject: Marketing
Item Height: 210 mm
Item Weight: 303 g
Type: Textbook
Author: Ludovica Principato, Giovanni Mattia, Alessio Di Leo
Item Width: 148 mm
Format: Hardcover
