Haritha, S.Mohan, B.C.2026-02-082025Navigating Gender Identity in India: Social and Cultural Perspectives on Gender Sustainability, 2025, Vol., , p. 149-15897818370819509781837081943https://doi.org/10.1038/s41598-025-31488-yhttps://idr.nitk.ac.in/handle/123456789/33457This 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.choice difficultyCognitive dissonanceonline shoppingperceived riskstrust