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Why do consumers free ride? Investigating the effects of cognitive effort on postpurchase dissonance
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Why do consumers free ride? Investigating the effects of cognitive effort on postpurchase dissonance
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Journal Article
Why do consumers free ride? Investigating the effects of cognitive effort on postpurchase dissonance
2022
Overview
Purpose
Building on the theoretical paradigms of consumer free-riding and cognitive dissonance, this study aims to evaluate whether consumers’ cognitive effort when making a purchase decision impacts upon the relationship between free-riding habits and postpurchase cognitive dissonance.
Design/methodology/approach
To explore the relationship between cross-channel free-riding, cognitive efforts and cognitive dissonance, a framework was conceptualized and empirically tested on a sample of 518 Italian consumers. Covariance-based structural equation modeling and bootstrapped mediation analysis was performed with the PROCESS macro.
Findings
Results show that the more cognitively involved a free-riding consumer is, the more he/she will experience postpurchase cognitive dissonance.
Originality/value
Modern consumers habitually finalize their purchase activities through multiple different channels. The abundance of e-commerce/online platforms does indeed offer consumers a plethora of alternatives to physical/offline stores. Hence, consumers have been seen to act as “free-riders.” It is becoming more and more common for consumers to seek information in physical stores and then purchase a product online more conveniently. This notwithstanding, it has emerged that free-riding consumers tend to experience cognitive dissonance – which is a sensation of emotional discomfort – after making their purchases. The causes of this phenomenon are yet to be fully unpacked.
Publisher
Emerald Publishing Limited,Emerald Group Publishing Limited
Subject
