Can Cognitive Dissonance Theory Explain Consumer Behavior?

Cognitive dissonance theory is applicable to very limited areas of consumer behavior according to the author. Published findings in support of the theory are equivocal; they fail to show that cognitive dissonance is the only possible cause of observed “dissonance-reducing” behavior. Experimental evidences are examined and their weaknesses pointed out by the author to justify his position. He also provides suggestions regarding the circumstances under which dissonance reduction may be useful in increasing the repurchase probability of a purchased brand.