IMPACT OF ADVERTISEMENT AND HEDONIC CONSUMPTION TENDENCY ON COGNITIVE DISSONANCE IN THE CONTEXT OF APPAREL INDUSTRY

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dc.contributor.authorGIRI, REEMA
dc.date.accessioned2022-10-13T07:17:10Z
dc.date.available2022-10-13T07:17:10Z
dc.date.issued2022-09
dc.descriptionConsumers 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).en_US
dc.description.abstractThis 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.en_US
dc.identifier.urihttps://hdl.handle.net/20.500.14540/12920
dc.language.isoenen_US
dc.subjectCOGNITIVE DISSONANCEen_US
dc.subjectHEDONIC CONSUMPTION TENDENCYen_US
dc.titleIMPACT OF ADVERTISEMENT AND HEDONIC CONSUMPTION TENDENCY ON COGNITIVE DISSONANCE IN THE CONTEXT OF APPAREL INDUSTRYen_US
dc.title.alternativeADVERTISEMENT AND HEDONIC CONSUMPTION TENDENCYen_US
dc.typeThesisen_US
local.academic.levelMastersen_US
local.institute.titleSchool of Managementen_US

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