期刊名称：International Journal of Business Administration
印刷版ISSN：1923-4007
电子版ISSN：1923-4015
出版年度：2015
卷号：6
期号：3
页码：p1
DOI：10.5430/ijba.v6n3p1
语种：English
出版社：Sciedu Press
摘要：This study empirically examined difference in the cognitive dissonance resolution behavior of US and Indian consumers. The data was collected through an online survey through the use of convenience and snowball sampling techniques. The use of ANOVA provided the results that indicate that Indian consumers are more cautious and risk-averse in their approach to purchases than US consumers. US consumers demonstrate a higher level of individualistic thinking and are more confident of their choices while Indian consumers have more collectivistic thinking and want peer approval of their choices. US consumers came out to be more aggressive in their post purchase dissonance reducing behavior while Indian consumers appeared to be more willing to compromise with a bad purchase.
其他摘要：This study empirically examined difference in the cognitive dissonance resolution behavior of US and Indian consumers. The data was collected through an online survey through the use of convenience and snowball sampling techniques. The use of ANOVA provided the results that indicate that Indian consumers are more cautious and risk-averse in their approach to purchases than US consumers. US consumers demonstrate a higher level of individualistic thinking and are more confident of their choices while Indian consumers have more collectivistic thinking and want peer approval of their choices. US consumers came out to be more aggressive in their post purchase dissonance reducing behavior while Indian consumers appeared to be more willing to compromise with a bad purchase.
