Exploring cognitive dissonance and its relation to unplanned purchase

Abstract

The purpose of this study is to examine the connotation of unplanned buying and cognitive dissonance with the pre-purchase mood and payment method within the Maltese market. Drawing on previous studies of unplanned buying and cognitive dissonance, this study tested variables to assess any impact on such phenomena. A sample of 167 responses was taken for data collection purposes and entered into the analysis. The study did not find any relationship neither between cognition and consumers’ pre-purchase mood nor between cognition and payment method. However, the relationship between impulsivity and bank card usage was found to be significant. The contributions may be relevant for both consumers and marketers. The aim was for consumers to learn how to make rational decisions when it comes to purchasing intentions and as for marketers, they get a clear picture of consumers’ purchasing behaviour in order to adopt the appropriate strategies and retain customers. This idea for this study emanates from Saleh’s (2012) recommendations for future research. It ultimately tested other variables from a psychological aspect which contribute to the Maltese economy.