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- Title
Dissonance Reduction or Artifact? A Reply.
- Authors
Sheth, Jagdish N.
- Abstract
The article presents a reply to the comment regarding the results of an artifact and the reason for the difference in the patterns of reevaluations between the high and the absence of low dissonance choice situations in the absence of the ceiling effect. The experiment demonstrated that the failure to take the ceiling effect into account produces the conclusion that differing patterns of reranking are caused by different degrees of cognitive dissonance when the different patterns are caused by the built-in design artifact. The patterns of rerankings between housewives and students as subjects of the study shows the influence of artifact to the subjects in the same manner.
- Subjects
MARKETING research; HOUSEWIVES as consumers; CONSUMER behavior; CUSTOMER relations; COGNITIVE dissonance; STUDENTS as consumers; DECISION making in marketing; CEILING effect (Examinations); MARKETING management
- Publication
Journal of Marketing Research (JMR), 1971, Vol 8, Issue 4, p516
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3150248