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- Title
Dissonance Reduction or Artifact?
- Authors
Oshikawa, Sadaomi
- Abstract
The article demonstrated the use of students as subjects for research involving housewives' behavior in Washington. The study identifies that housewives and students did not differ in dissonance reduction behavior. The experiment indicated that the failure to take the ceiling effect into account produces the conclusion that differing patterns of dissonance are caused by the build-in design artifact like regression effect. The observed similarity in the patterns of rerankings between housewives and students shows that the artifact influenced both subjects in the same manner.
- Subjects
WASHINGTON (State); MARKETING research; HOUSEWIVES as consumers; CONSUMER behavior; COGNITIVE dissonance; CUSTOMER relations; RELATIONSHIP marketing; STUDENTS as consumers; CEILING effect (Examinations)
- Publication
Journal of Marketing Research (JMR), 1971, Vol 8, Issue 4, p514
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3150247