Browsing by Author "Haritha, S."

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    Cognitive Dissonance in Online Shopping in an Emerging E-tailing Market
    (Transnational Press London Ltd, 2022) Haritha, S.; Mohan, B.C.
    The paper investigates cognitive dissonance in the context of online shopping of electronic products. The study attempts to analyze the influence of product involvement and perceived risks on cognitive dissonance. To the best of the authors' knowledge, this is one of the first studies to assess the impact of perceived risks on cognitive dissonance in the online purchase of electronic products in an emerging and thriving market like India. This study contributes significantly in understanding online buying behavior in electronics product category which is currently growing exponentially due to the pandemic. The study further analyzes the impact of cognitive dissonance on satisfaction. It also attempts to address the impact of satisfaction on repurchase intention and Electronic Word of Mouth (EWOM). The study analyzed the reaction of 716 respondents to a structured self-administered questionnaire. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM).The study reveals that cognitive dissonance significantly impacts satisfaction and satisfaction largely impacts repurchase intention and EWOM. The study further shows that product involvement influences cognitive dissonance. On the other hand, perceived risks did not have a significant relationship with cognitive dissonance. © 2022 Transnational Press London
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    He Said, She Said: Understanding Gender Variances in Factors Influencing Cognitive Dissonance in Online Shopping of Electronic Products
    (Emerald Publishing, 2025) Haritha, S.; Mohan, B.C.
    This study investigates the factors influencing cognitive dissonance in the context of consumer behavior within the electronic product category. A comprehensive literature review was conducted to identify key factors associated with cognitive dissonance, including trust, choice difficulty, and perceived risks. The primary objective of this research was to assess whether these factors differ based on gender. To achieve this, an analysis of variance (ANOVA) was employed to examine the influence of gender on each of the identified factors. Contrary to expectations, the results revealed that none of the factors -trust, choice difficulty, or perceived risks -varied significantly between male and female participants. This finding suggests that gender may not play a pivotal role in shaping cognitive dissonance in this particular product category. The study contributes to a deeper understanding of cognitive dissonance by reinforcing the importance of trust, choice difficulty, and perceived risks as influential factors, while highlighting the lack of gender-based differences in these influences. The results provide valuable insights for marketers and consumer behavior researchers aiming to tailor strategies that reduce cognitive dissonance in electronic product purchases. Further research is recommended to explore other potential variables influencing cognitive dissonance across different product categories and consumer demographics. © 2026 Dhishna Pannikot. All rights reserved.