IMPACT OF ADVERTISEMENT AND HEDONIC CONSUMPTION TENDENCY ON COGNITIVE DISSONANCE IN THE CONTEXT OF APPAREL INDUSTRY
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Abstract
This study was conducted in order to investigate how advertisement and hedonic consumption tendency of the customers affect their pre-purchase cognitive dissonance by taking impulse buying as a mediating variable. This study was conducted in apparel industry by taking the sample of few clothing brands of Nepal. There has been limited research in this topic and there is no study conducted on this topic in Nepalese
context.
Description
Consumers frequently make purchase decision due to the influence of advertisement andtheir hedonic consumption motives. Consumers claim that mostly advertisements influence their buying behavior as people do not automatically buy a product. Consumers mostly purchase products after they are exposed to an ads. Advertising can be viewed as a stimulus that elicits a reaction or an effect. Hedonic pursuits such as having delight and being happy, and impulse buying behavior direct them to purchase products. These factors also influence the cognitive process of the consumers. Consumers may experience cognitive dissonance
not only after making a purchase decision (post purchase stage) but also before making a purchase decision (pre- purchase stage).