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Keywords: Cognitive discomfort
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2013) 30 (5): 392–399.
Published: 26 July 2013
... of cognitive discomfort, exhibit a stronger motivation to reduce that discomfort, and attempt to resolve the conflict between their original preference and inconsistent information. These factors lead to a significant reduction in their purchase intentions. Research limitations/implications The use...
