{"title":"DISONANCIA COGNITIVA EN EL PROCESO DE COMPRA: CASO SMARTPHONE","authors":"Christian Rosero","doi":"10.17163/RET.N10.2015.05","DOIUrl":null,"url":null,"abstract":"The paper examines the various theories of pre-decisional dissonance, and the variables that explain it. Exposes cognitive dissonance as a motivating factor in consumer decision making. To test the theoretical model a sample of 250 cases of smartphone users in the city of Guayaquil was used, a factor analysis was performed and the different levels of dissonance identified market. In the results six latent classes that explain 73% of variations were found dissonance.","PeriodicalId":52034,"journal":{"name":"Retos-Revista de Ciencias de la Administracion y Economia","volume":"5 1","pages":"177-192"},"PeriodicalIF":1.5000,"publicationDate":"2016-01-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Retos-Revista de Ciencias de la Administracion y Economia","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.17163/RET.N10.2015.05","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"ECONOMICS","Score":null,"Total":0}
引用次数: 1
Abstract
The paper examines the various theories of pre-decisional dissonance, and the variables that explain it. Exposes cognitive dissonance as a motivating factor in consumer decision making. To test the theoretical model a sample of 250 cases of smartphone users in the city of Guayaquil was used, a factor analysis was performed and the different levels of dissonance identified market. In the results six latent classes that explain 73% of variations were found dissonance.
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