This paper examines pre-decisional dissonance as a motivating factor in consumer decisional-making. A review of the marketing literature found the majority of research studies were limited to post-decisional influences. Several studies including measures of pre-decisional activity linked the construct to post-decision situations. The author provides evidence regarding the popularity and resurgence of research on cognitive dissonance theory and asserts that researchers in the field of consumer behavior may gain a better understanding of consumer decision-making when studying pre-decisional consonance and dissonance as separate entities and independent of post-decisions.
Costanzo, Paul J. Dr.
"Revisiting Cognitive Dissonance Theory:Pre-Decisional Influences and the Relationship to the Consumer Decision-Making Model,"
Atlantic Marketing Journal: Vol. 2
, Article 3.
Available at: http://digitalcommons.kennesaw.edu/amj/vol2/iss1/3