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|Title:||Application of self congruency and cognitive dissonance in cosmetics advertising||Authors:||State, Gabriel Marian
Deuskar, Sonali Prakash
|Keywords:||DRNTU::Business::Advertising::Advertising method||Issue Date:||2003||Abstract:||The relationship of image congruity and post-purchase dissonance has been reported in the marketing literature, and so has the relationship between dissonance, satisfaction and repeat purchase behavior; but the juxtaposition of all three constructs has not been investigated. In this research, congruity between self-image and the ideal image projected in an advertisement is found to correlate to post-purchase dissonance in the purchasers of lipstick. A follow-up study then tracks satisfaction and repeat purchase intentions and finds that, although sastisfaction is (as expected) not related to dissonance, repeat purchase is dependent upon both satisfaction and dissonance.||URI:||http://hdl.handle.net/10356/7672||Rights:||Nanyang Technological University||Fulltext Permission:||restricted||Fulltext Availability:||With Fulltext|
|Appears in Collections:||NBS Theses|
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