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Title: Regulatory fit with message framing : its role as a reducer of the post-purchase cognitive dissonance of consumers
Author: Brown, Vincent Hugh
Awarding Body: University of London
Current Institution: Royal Holloway, University of London
Date of Award: 2012
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It is well known from cognitive dissonance theory that one of the means by which cognitive dissonance may be reduced is by an exposure to congruent information (example, Festinger & Carl smith, 1959; Van Overwalle & Jordens, 2002). There is also ample research evidence showing that individuals are more responsive to persuasive attempts framed to contain information congruent with their self- image or that are relevant their life events at a particular point in time (example, Chang, 2005; Lin, Z007). However, the dissonance theory literature is silent regarding how the frame of congruent information to which an individual experiencing dissonance is exposed will influence the degree to which dissonance reduction will take place. The premise behind the research is that simply saying that consonant information will reduce dissonance. as stated in the dissonance theory literature. may not have sufficient dept. The research therefore examines whether dissonance reduction that will be based on the use of consonant information, will depend on whether the frame of the information is aligned with the regulatory orientation of the individual experiencing dissonance. An examination of the regulatory orientation of an individual experiencing dissonance, and who is exposed to consonant information that may aid dissonance reduction, is not currently mentioned in either dissonance theory or regulatory fit theory literatures. Thus, the research extends these two theoretical streams by proposing a new approach to dissonance reduction that takes .into account a dissonance sufferer's regulatory orientation.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available