Application of self congruency and cognitive dissonance in cosmetics advertising
State, Gabriel Marian
Deuskar, Sonali Prakash
Date of Issue2003
College of Business (Nanyang Business School)
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.
Nanyang Technological University