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Effect of Cognitive Dissonance in Franchise Foodservice Advertisement on Customer Satisfaction and Post-purchase Behavior

외식광고로 인한 인지부조화가 소비자의 구매 만족도 및 구매 후 행동에 미치는 영향

  • Ko, Hyun-Ju (Department of Hotel & Restaurant Management, Graduate School, Sookmyung Women's University) ;
  • An, So-Jung (Department of Hotel & Restaurant Management, Graduate School, Sookmyung Women's University) ;
  • Han, Ji-Yoon (Department of Hotel & Restaurant Management, Graduate School, Sookmyung Women's University) ;
  • Yoon, Ji-Young (Division of Culture & Tourism, Sookmyung Women's University)
  • 고현주 (숙명여자대학교 일반대학원 외식경영학과) ;
  • 안소정 (숙명여자대학교 일반대학원 외식경영학과) ;
  • 한지윤 (숙명여자대학교 일반대학원 외식경영학과) ;
  • 윤지영 (숙명여자대학교 문화관광학부)
  • Received : 2013.10.17
  • Accepted : 2013.12.09
  • Published : 2013.12.30

Abstract

The purpose of this study was to analyze the post-purchase behavior of customers who experienced cognitive dissonance after exposure to a franchise foodservice advertisement. The study adopted cognitive dissonance theory to explain the dissonance resulting from the combination of advertisements and actual product that consumers received. In detail, the research hypothesized that cognitive dissonance will affect consumers' post-purchase behavior as well as their efforts to reduce dissonance. Exactly 274 questionnaires were used in the analysis. The results showed that more than 80% of respondents were influenced by advertisements when purchasing menus, and 50% were unsatisfied when the provided menu "was not the same as the advertisement shown". It was found that advertisement type did not significantly affect either group that experienced dissonance. In terms of satisfaction, however, the former group showed greater dissatisfaction when dissonance occurred (p<.001). Finally, there was a significant difference between the two groups regarding post-purchase behavior (p<.05). Customers with dissonance were likely to 'express dissatisfaction directly to the store', 'leave negative reviews', and 'participate in negative word-of-mouth'. Thus, the results revealed that cognitive dissonance could significantly influence customer satisfaction and consequently lead to negative post-purchasing behaviors.

Acknowledgement

Supported by : 숙명여자대학교

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