Cognitive Dissonance and Buyers’ Coping Mechanisms: A Comparative Study of US and Indian Consumers

Abstract

This study empirically examined difference in the cognitive dissonance resolution behavior of US and Indian consumers. The data was collected through an online survey through the use of convenience and snowball sampling techniques. The use of ANOVA provided the results that indicate that Indian consumers are more cautious and risk-averse in their approach to purchases than US consumers. US consumers demonstrate a higher level of individualistic thinking and are more confident of their choices while Indian consumers have more collectivistic thinking and want peer approval of their choices. US consumers came out to be more aggressive in their post purchase dissonance reducing behavior while Indian consumers appeared to be more willing to compromise with a bad purchase.