"After I Had Made the Decision, I...: " Toward a Scale to Measure Cognitive Dissonance

The objective of the present research study is to begin the development of a scale to measure cognitive dissonance that arises from free choice in consumer purchase decisions. This represents an advance in the measurement of cognitive dissonance. Cognitive, emotional and behavioral aspects of the dissonance construct are isolated and described, as are relationships with other post purchase variables. In particular, it is noted that the reduction of cognitive dissonance is a necessary condition for the occurrence of satisfaction. Multiple items, developed from focus groups, were evaluated by a series of independent judges (consumer behavior researchers). A total of 81 measurement items are offered for further refinement.