Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/7672
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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