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What’s going on in my mind? The effects of cognitive differences on buying impulsiveness, cognitive dissonance, and price consciousness
International Journal of Consumer Studies ( IF 7.096 ) Pub Date : 2021-07-14 , DOI: 10.1111/ijcs.12735
Hüseyin Erbil Özyörük 1
Affiliation  

Buying impulsiveness, tendency for cognitive dissonance, and price consciousness may differ among consumers, primarily because of differences in individuals' time orientation, thinking style, risk perception, and cognitive flexibility. This exploratory hypothesis-testing study aims to examine whether the cognitive differences in future orientation, holistic thinking, risk perception, and cognitive flexibility of consumers affect buying impulsiveness, tendency for cognitive dissonance, and price consciousness, through hypothesis testing and structural equation modelling. Data were collected face-to-face from 414 participants across the two largest cities of Turkey (İstanbul and Ankara) using the convenience sampling method. The findings demonstrate that future orientation, holistic thinking, and risk perception negatively affect buying impulsiveness. The tendency for post-purchase cognitive dissonance is negatively affected by future orientation and holistic thinking and is positively affected by risk perception. Price consciousness, however, is affected positively by future orientation and negatively by risk perception. In addition, cognitive flexibility, which is also shaped by future orientation and holistic thinking, increases price consciousness and plays a mediating role in the relationship between future orientation and price consciousness.

中文翻译:

我心里在想什么?认知差异对购买冲动、认知失调和价格意识的影响

消费者的购买冲动、认知失调倾向和价格意识可能会有所不同,这主要是因为个人时间取向、思维方式、风险感知和认知灵活性的差异。这项探索性的假设检验研究旨在通过假设检验和结构方程建模来检验消费者在未来取向、整体思维、风险感知和认知灵活性方面的认知差异是否会影响购买冲动、认知失调倾向和价格意识。使用便利抽样方法从土耳其两个最大城市(伊斯坦布尔和安卡拉)的 414 名参与者面对面收集数据。研究结果表明,未来导向、整体思维、和风险认知对购买冲动产生负面影响。购买后认知失调的倾向受到未来导向和整体思维的负面影响,并受到风险感知的积极影响。然而,价格意识受到未来导向的积极影响,而受到风险感知的消极影响。此外,认知灵活性也是由未来导向和整体思维塑造的,它提高了价格意识,在未来导向和价格意识之间的关系中起中介作用。
更新日期:2021-07-14
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