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What is Post Purchase Dissonance in Consumers about?

The paper investigates the factors contributing to post purchase dissonance in consumers, highlighting the significant relationship between income, personality, and the nature of purchase decisions (impulse vs. planned) on dissonance levels. The study found that consumers with lower incomes tend to experience higher dissonance due to their investment in purchases, while those making planned purchases feel more confident and less dissonant. The research utilized a sample of 60 respondents in New Delhi and em

Author

thoaijann1705

Language

EN