... for the recipient. Consumer behavior Attitudes Cognitive dissonance Gift-giving Self-other decision-making The topic of gift-giving has recently received increasing attention from marketing scholars. This is for many good reasons: gift-giving has social and well-being implications for consumers...

... the desktop website on a computer (n = 484) and not the retailer’s mobile website. Findings Due to cognitive dissonance, customers using only desktop purchasing trivialize mobile website purchasing perceived attractiveness while perceiving more cognitive effort in mobile website purchasing...

... brand, should restore consumers’ own self-perceptions on the threatened attribute, whereas spreading WOM about a brand that is not symbolically congruent should not. Formally: Word of mouth Cognitive dissonance Self-concept Compensatory consumer behavior Self-threat Symbolic self...

.../endogenous) into the context of celebrity endorsement. The specific objectives of the current study are to examine: Cognitive dissonance Attention Mismatch Association strength Endorsement effectiveness Contemporary branding scholars often consider celebrity endorsements as co-branding...