Synthesizing the Relationship between Reported Dissonance and Post-Purchase Responses in High Involvement Decisions Using Structural Equation Modeling (SEM)

Abstract: This study develops and validates a scale to assess the impact of reported dissonance on post-purchase responses (attitude change, trivialisation, selective exposure, justification) respectively and applies the instrument to high involvement consumers. A sample of 200 new motor vehicle buyers who purchased from a leading and reputable motor vehicle company in KwaZulu-Natal, South Africa, was drawn using stratified random sampling based on range of motor vehicle (bottom, middle, top) and month of purchase. Initially, exploratory factor analysis (EFA) was used to extract the factors. The reliability of the modified questionnaire was then assessed using Cronbach’s Coefficient Alpha. Thereafter, confirmation factor analysis (CFA) was used to establish if the measurement model is a good fit and to develop and test the model structure in SEM, which generated a good model fit. Pearson r was computed to assess the relationship amongst the dimensions. Using structural equation modelling, the results support significant inverse relationships between reported dissonance and attitude change, trivialisation and justification respectively. Whilst the inverse relationship between reported dissonance and selective exposure was supported using correlation, it was not confirmed using SEM. Recommendations, based on the findings, are presented and are directed at reducing reported dissonance and effectively managing post-purchase interactions and responses.Keywords: Post-purchase evaluation, reported dissonance, attitude change, trivialisation, selective exposure, justificatio