Cognitive dissonance after purchase: A multidimensional scale
开发了一个22题项的量表，用于测量消费者购买后立即产生的认知失调，该量表同时包含认知和情感成分，并验证了其信度和效度。
The concept of cognitive dissonance has been discussed widely in the consumer behavior literature, yet paradoxically, there is no well established scale to measure it. This article describes the development of a 22-item scale for assessing cognitive dissonance immediately after purchase. First, the article discusses the conceptualization of the construct, recognizing that dissonance is not only cognitive in nature, but also has an emotional component, consistent with Festinger's early description of dissonance as a psychologically uncomfortable state. The procedures used to develop and refine the scale are subsequently described. This included a qualitative study to generate the items and two samples for each stage of the quantitative stages of scale refinement. Evidence of the scale's sound psychometric properties, including its reliability, validity and factor structure is given.© 2000 John Wiley & Sons, Inc.