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1-2 of 2
Keywords: Cognitive consistency theory
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Journal Articles
Journal of Hospitality and Tourism Technology 1–22.
Published: 26 November 2025
.... According to cognitive consistency theory, user tend to have higher purchase and consumption intentions for brand images shaped by advertisements that are consistent with their self-image. User prefer brands or products that are consistent with their self-concept (Prince, 2020). Self-concept...
Journal Articles
Journal of Hospitality and Tourism Technology (2023) 14 (2): 208–224.
Published: 18 January 2023
... and purchase intention. Furthermore, the findings indicated that customers with high product familiarity exhibited greater trust in products demonstrating a high level of perceived usefulness. Originality/value By integrating cognitive consistency theory, this study theoretically validates...
