Applications of the theory of cognitive dissonance in marketing

被引：0

作者：

Winsor, RD ^{[1
]}

Hesperich, L ^{[1
]}

机构：

[1] Loyola Marymount Univ, Coll Business Adm, Los Angeles, CA 90045 USA

来源：

PROCEEDINGS OF THE TWENTY-SEVENTH ANNUAL MEETING OF THE WESTERN DECISION SCIENCES INSTITUTE | 1998年

关键词：

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Although dissonance theory provides a useful foundation for marketing research, the use of this body of thought has declined significantly in recent years. This paper discusses the areas in which dissonance theory can provide useful research foundations in marketing, and also outlines areas of potential shortcomings. It is concluded that dissonance theory remains an under-utilized concept within the marketing discipline, and that potential applications for this theory are relatively diverse.

引用

页码：126 / 130

页数：5

共 30 条

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