AUDIENCE The success of advertising relies on a compelling message, and when it comes to the fast-paced world of digital, it's all about catching the users' attention in a matter of seconds.
Cognitive Dissonance Definition. Cognitive dissonance occurs when tension arises between a person's attitudes or beliefs and a decision that contradicts those pre-existing modes of thinking. The psychological phenomenon also occurs when a person chooses between two equally attractive or equally unappealing options. According to the Business Dictionary's website, the most common example of cognitive dissonance in the business world is the occurrence of buyer's remorse..
In terms of outcome regret, we posit two dimensions: regret due to foregone alternatives and regret due to a change in significance; we believe these influence consumers. In terms of process regret, we expect regret due to both under-and over-consideration during decision-making. We propose and conceptualize these multiple dimensions of post-purchase consumer regret, and report three studies that, taken together, validate a scale for measuring this construct (PPCR).