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This field study investigates gender differences in impulsive buying and post cognitive dissonance under incentive conditions. A total of 72 male and female customers at Metro shopping center particiin the study. Judgmental sample was extracted and data was collected in two phases. As hypothesized on the basis of previous research findings the female customers experience greater post-purchase cognitive dissonance under condition where incentives were provided by marketers. The researcher approached the customers after purchasing have been completed and administered the questionnaire. In second phase of study the researcher floated the Post purchase cognitive dissonance Questionnaire through e-mail to same participants. It is interesting to note that although there exist gender differences on post purchase dissonance scores as a consequence of unplanned buying but working women perceive less post purchase regrets as compared to non-working women. The results are explained in terms of cognitive dissonance theory.
Key words: Impulsive Buying Behavior, Post Purchasing Dissonance, Incentive conditions, Male and female customers
Introduction buying behavior has been extensively investigated by several researchers and found it as a widely determined phenomenon. One basic fact related to human behavior is that every human being exists with varying degrees of unplanned or spontaneous purchasing behavior dependent on different factors. The term impulsive buying refers to an unplanned or spontaneous purchase meaning an unplanned buying. According to Neal, et al. (2005) impulsive buying may be defined as : "Purchases made in a store that are different from those the consumer planned to make prior to entering the store". When this unplanned purchase comes as a consequence of a provided incentive then definitely it involves lack of rationality or alternative evaluation. Usually this type of impulsive buying is greatly linked with cognitive dissonance and post-purchase regret. The present study investigates the gender differences in impulsive buying behavior and post-purchase cognitive dissonance.
According to Festinger's (1957) theory of cognitive dissonance when subjects are induced to indulge in a behavior with little justification, their postexperimental attitudes usually involves cognitive dissonance state of mind. Cognitive dissonance theory is basically based on the assumption that people try to be consistent. Whenever people engage in behaviors they do not believe in, they experience uncomfortable state of mind because their behavior is inconsistent with their beliefs, opinions,...