Cognitive Dissonance Creation by Cultural and Psychological Factors and Its Effects on Consumer Decision Making Process

Customer Satisfaction has always been a matter of great attention for researchers and organizations. Different researches have been conducted at different levels to understand the importance of customer satisfaction and to relate it with other theories to improve the performance of a company or a product. This paper emphasizes on the affect of different behavioral, social and structural factors on human decision making while purchasing a product. The cognitive dissonance created during the decision making process will be linked with these social, behavioral and structural factors in order to see its relationship with customer decision making initially and customer propensity to trust a brand eventually. This paper provides an integrated theoretical framework for a pre-purchase cognitive dissonance created by different factors formulated by a model. The implementation will be beneficial for ongoing research conducted in a scenario of making stronger relationship between pre-purchase dissonance, consumer purchase behavior and its ability to create brand trust