The impact of culture on cognitive dissonance : significance for international marketing

Richard Fletcher

    Research output: Chapter in Book / Conference PaperConference Paper

    Abstract

    ![CDATA[Creating buyer satisfaction is an important aspect of marketing. Often dissatisfaction arises after the purchase and this is termed ‘cognitive dissonance’ in the marketing literature. Marketing also involves retaining existing customers as well as securing new ones and in this context promotion is often undertaken to reduce cognitive dissonance. This applies in international as well as domestic markets. However as cognitive dissonance is a concept developed in ‘western’ markets, it is necessary to see whether it exists in Asian markets and if so, whether it is driven by the same factors. As culture is a major variable distinguishing one overseas market from another, the impact of culture on cognitive dissonance requires exploration. Various etic measures of culture and their potential impact on cognitive dissonance are discussed. This is followed by a discussion of value mapping of a typical ‘western’ market using a ‘western’ derived value scale and of a typical Asian market using an Asian derived value scale. A research program is outlined involving taking the Sweeney and Souter (2001)scale of cognitive dissonance and adding to the questionnaire (1) a scale used to derive an etic measure of cultural difference,(2) a western derived scale to measure underlying values and (2) and an Asian scale to measure underlying values. The resulting questionnaire would be administered to both a ‘western’ and an Asian sample to test whether culture does have an impact on cognitive dissonance.]]
    Original languageEnglish
    Title of host publicationANZMAC 2006 Proceedings: Brisbane, Queensland 4-6 December 2006: Advancing Theory, Maintaining Relevance
    PublisherQueensland University of Technology
    Number of pages1
    ISBN (Print)1741071593
    Publication statusPublished - 2006
    EventAustralian and New Zealand Marketing Academy Conference -
    Duration: 1 Dec 2013 → …

    Conference

    ConferenceAustralian and New Zealand Marketing Academy Conference
    Period1/12/13 → …

    Keywords

    • export marketing
    • cognitive dissonance
    • culture
    • consumer satisfaction
    • Asia
    • Australia

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