G. Mattia and A. Di Leo and L. Principato
OnLine Impulse Buying and Cognitive Dissonance The Moderating Role of the Positive Affective State
151 - 155
2020
14
2
International Journal of Social and Business Sciences
https://publications.waset.org/pdf/10011083
https://publications.waset.org/vol/158
World Academy of Science, Engineering and Technology
The purchase impulsiveness is preceded by a lack of selfcontrol consequently, it is legitimate to believe that a consumer with a low level of selfcontrol can result in a higher probability of cognitive dissonance. Moreover, the process of purchase is influenced by the preexisting affective state in a considerable way. With reference to online purchases, digital behavior cannot be merely ascribed to the rational sphere, given the speed and ease of transactions and the hedonistic dimension of purchases. To our knowledge, this research is among the first cases of verification of the effect of moderation exerted by the positive affective state in the online impulse purchase of products with a high expressive value such as a smartphone on the occurrence of cognitive dissonance. To this aim, a moderation analysis was conducted on a sample of 212 impulsive millennials buyers. Three scales were adopted to measure the constructs of interest IBTS for impulsivity, PANAS for the affective state, Sweeney for cognitive dissonance. The analysis revealed that positive affective state does not affect the onset of cognitive dissonance.
Open Science Index 158, 2020