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1-3 of 3
Keywords: Cognitive dissonance
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–19.
Published: 14 July 2026
...Byung-Kwan Cho; Jeong-Yeol Park; Rajesh Iyer; Yong-Ki Lee Purpose This study investigates how the valence of WOM (Word-of-Mouth) influences senders' brand attitudes and behavioral engagement. Grounded in theories of cognitive consistency and cognitive dissonance, status quo bias, and WOM...
Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–19.
Published: 26 December 2025
...Zhuo Sun; Menglu Chen; Xinyu Cui; Xiaoning Gao Purpose Based on cognitive dissonance theory and emotional memory linkage theory, this study proposes a serial mediation model of “digital hoarding → cognitive dissonance → emotional memory linkage → nostalgic consumption”, aiming at exploring how...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2020) 32 (8): 1759–1782.
Published: 17 January 2020
...Roger Brooksbank; Sam Fullerton Purpose In revisiting Festinger's theory of cognitive dissonance, this paper seeks to go beyond traditional business-to-consumer (B2C) research parameters and explore the full extent of its potential application within a New Zealand business-to-business (B2B...
