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 language | English |
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Title of host publication | ANZMAC 2006 Proceedings: Brisbane, Queensland 4-6 December 2006: Advancing Theory, Maintaining Relevance |
Publisher | Queensland University of Technology |
Number of pages | 1 |
ISBN (Print) | 1741071593 |
Publication status | Published - 2006 |
Event | Australian and New Zealand Marketing Academy Conference - Duration: 1 Dec 2013 → … |
Conference
Conference | Australian and New Zealand Marketing Academy Conference |
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Period | 1/12/13 → … |
Keywords
- export marketing
- cognitive dissonance
- culture
- consumer satisfaction
- Asia
- Australia