Cognitive dissonance and mobile application continued use intentions: a thematic analysis

Although downloads of mobile apps worldwide have increased constantly over the years, they necessarily require continued use for marketers and brands to tap into this immensely profitable industry. We used cognitive dissonance theory and integrated it with the investment model in the context of mobile applications to explore whether continued app use necessarily involves dissonance-reducing mechanisms, given that users, mainly those younger in age, assume that there should be an app for everything. This study explores the ontological complexity of mobile apps with the help of qualitative research design to understand individuals' cognitive and behavioural patterns in the use and post-use phases of the decision-making process. Using thematic analysis the study explored varied cognitive and emotional aspects of dissonance arousal in mobile app use and post-use instances and provides interesting insights that benefit firms in ensuring their effective use.