Post-purchase dissonance among consumers in Klang Valley, Malaysia

Post-purchase dissonance is when one faces a dilemma if the purchase made is satisfactory or unsatisfactory and starts to question whether they have made the right choice. This study intends to address the gaps by determining the factors that affect the post-purchase dissonance among consumers in Klang Valley, Malaysia. Four determinants were identified based on the literature and they were emotional discomfort, product expectations, number of product alternatives, and impulse buying. An online survey questionnaire was deployed to collect data from 395 consumers in Klang Valley. Results show that the experience of post-purchase dissonance was significantly correlated with all the determinants with emotional discomfort having the most dominant influence. This paper provides an understanding of the determinants driving consumer post-purchase dissonance. Additionally, the findings support the comprehensive approach to address the nature of consumer experiences in the state of cognitive dissonance and provide implications and useful insights for future researchers, businesses, and marketers to have a better grasp of the issue at hand.

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