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The Dissonance Model in Post-Decision Product Evaluation

Joel B. Cohen and Marvin E. Goldberg
Journal of Marketing Research
Vol. 7, No. 3 (Aug., 1970), pp. 315-321
DOI: 10.2307/3150288
Stable URL: http://www.jstor.org/stable/3150288
Page Count: 7
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The Dissonance Model in Post-Decision Product Evaluation
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Abstract

Post-decision cognitive reevaluation of instant coffee was primarily influenced by confirmation-disconfirmation experience with the product. Prior information resulting from brand familiarity influenced the direction of post-decision reevaluation.

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