• The Journal of Asian Finance, Economics and Business
• /
• v.7 no.11
• /
• pp.367-379
• /
• 2020

The primary objective of this research is to develop a better understanding of consumer's post-purchase psychological state by examining the influence of sales promotion and emotional brand attachment on post-purchase cognitive dissonance, taking into account the mediating role of impulse buying behavior. The current study addresses several gaps in literature. Firstly, it is hard to find the direct impact of sales promotion and emotional brand attachment on post-purchase cognitive dissonance. Secondly, to the best of our knowledge, few studies have investigated the mediating role of impulse buying behavior in consumer research. A sample of 256 respondents was collected from Pakistani retail consumers. The statistical findings of this study show that sales promotion has a significant positive effect on the impulse buying behavior and post-purchase cognitive dissonance. Furthermore, results indicate that emotional brand attachment has a negative influence on impulse buying behavior but has a significant positive impact on post-purchase cognitive dissonance. Meanwhile, impulse buying behavior is a potential mediator between sales promotion, emotional brand attachment, and post-purchase cognitive dissonance relationships. The moderating role of Gender describes that the positive relationship between sales promotion and post-purchase cognitive dissonance will be stronger for women as compared to men at a higher level of sales promotion.

• Journal of Korean society of Dental Hygiene
• /
• v.18 no.4
• /
• pp.489-499
• /
• 2018

Objectives: The purpose of this study was to investigate the mediating effects of burnout and to identify the moderating effects of individual factors and organizational factors on the relationship between emotional dissonance and job satisfaction. Methods: This cross-sectional study included 270 dental hygienists working full-time at dental care facilities. The data on the socio-demographic characteristics, emotional dissonance, burnout, job satisfaction, and individual and organizational factors were collected. The individual (self-efficacy and ego resilience) and organizational (social support, organizational support and wage satisfaction) factors were considered as the moderating variable. For statistical analyses, t-test, one-way ANOVA and multiple linear regression were used. Results: Burnout was found to be a significant mediator on the relationship between emotional dissonance and job satisfaction(p<0.001). The variables moderating the relationship between emotional dissonance and burnout were identified as social support, organizational support and wage satisfaction (p<0.05), while the variables moderating the relationship between burnout and job satisfaction were wage satisfaction and ego resilience (p<0.05). Conclusions: To prevent the decrease in job satisfaction due to emotional dissonance, the management of dental care facilities should have a better understanding of burnout in dental hygienists, which requires individual and organizational efforts to be moderated. In addition, as organizational support has been identified as the factor mitigating the negative effects of emotional dissonance, it is highly necessary to adopt the preceptor system, improve communication systems and expand welfare policies of organizations.

• International journal of advanced smart convergence
• /
• v.9 no.4
• /
• pp.96-100
• /
• 2020

Soundtrack dissonance, which appears in the background music of a movie scene, is a phenomenon of using songs or compositions that contrast with the general sentiment of the situation. A sad scene usually uses a slow tempo of sad music to match the mood of the scene. However, sometimes, in order to play background music that follows a depressing, sad, or anxious scene, there is a case of inserting music with an opposite atmosphere such as bright music, exciting music, fast-tempo music, or magnificent music. The method of presenting music that is contrary to the mood of the scene is a kind of psychological technique that inflicts a kind of mental shock on the audience and makes them remember a particular situation. In this study, we have investigated the meaning coming from scenes and Soundtrack Dissonance in movies, in order to understand the role that music and images play.

• The Journal of Information Systems
• /
• v.22 no.4
• /
• pp.85-115
• /
• 2013

Digital knowledge and information goods as experience goods have some unique characteristics such as close to zero reproduction and distribution cost, high price volatility, and low price acceptability. For the reasons, the pricing policies of digital knowledge goods are very difficult and complicate. Also, most consumers of digital goods have experienced cognitive dissonance after buying decision. The purpose of this paper is to investigate what factors affect the price acceptability level and cognitive dissonance of digital knowledge goods buyers. This paper suggest a structural model that was established by the cognitive dissonance theory and S-O-R(Stimulus-Organization-Response) model. The model is consisted of four exogenous variables and three endogenous variables. The empirical test and statistical analysis suggest following results and practical implications. The variables such as product involvement and perception of price fairness that have positive roles to price acceptability have strong influence on the all the three endogenous variables. But the variables such as sale proneness and price mavenism that have negative roles to price acceptability have little influence on the all the three endogenous variables. In the model, the payment intention was very important mediating variable between exogenous variables and two dependent variables, ie. price acceptability and cognitive dissonance. These results imply that the digital knowledge portals must have some differentiated pricing policies to the customers who have price consciousness and price mavenism. Also, they need some special promotions to whom have positive attitude to the value of digital goods.

• The Journal of Information Systems
• /
• v.24 no.1
• /
• pp.147-168
• /
• 2015

Why people reduce or stop using social network services(SNS), which are regarded as a mean of relationship and communication, unlike the early trend? To explain the phenomenon, this study tries to predict psychological decision making process of users from perspectives of cognitive dissonance theory. From this perspective, this study attempted an integrative approach that reflected 'User's literacy' indicating the ability of individuals to use SNS, and 'negative mass media influence' such as media reports on side effects or the bad experiences of acquaintances, along with the 3 factors used in the SNS Prior research. This study conducted an empirical analysis by surveying 256 facebook users, and the major findings are as follows:- First, Social-overload, complexity, uncertainty and negative media influence are significantly affect dissonance on the use of SNS. Second, Dissonance on the use of SNS significantly affects the behavior that possibly reduces and limits the use of SNS. In other words, the users who have experienced psychological dissonance respond passively by avoiding the use of SNS to resolve the dissonance. Third, the moderating effect of User's literacy wasn't a significant. This study presents a clue to understand psychological decision making process of use of SNS and a guideline for establishing practical strategies. In addition, it is important to note that this study contributes to expansion of theoretical discussion about usage.

• The Research Journal of the Costume Culture
• /
• v.22 no.5
• /
• pp.794-808
• /
• 2014

This research aimed to examine the effect of emotional dissonance and emotional intelligence on the prosocial behavior of fashion salespeople in department stores, and whether emotional intelligence mediates the relationship between emotional dissonance and prosocial behavior. Moreover, we aimed to suggest a method to improve the prosocial behavior of salespeople as a strategy to obtain a continuous competitive advantage in an increasingly competitive fashion distribution environment. This research was conducted through a questionnaire survey, and 345 responses were collected from department store salespeople for the final analysis. First, the analysis results showed that the emotional dissonance of salespeople arose from their dealings with their organization and with customers. Prosocial behavior was deduced to be a factor of the cooperation with coworker and extra-role customer service. The emotional intelligence was deduced to be a factor of the use of emotion, regulation of emotion, self-emotion appraisal, and others'emotion appraisal. Second, with a higher level of emotional dissonance against the organization, there was less cooperation with coworker, while a higher emotional dissonance against customers resulted in increased cooperation with coworker. Third, it appeared that with a higher level of emotional dissonance against the organization, there was a higher utilization of use of emotion, self-emotion appraisal, and others'emotion appraisal of emotional intelligence. Fourth, as the regulation of emotion, self-emotion appraisal, and use of emotion were higher, there was more cooperation with coworker, whereas an increase in the utilization of one's own emotion and emotional control resulted in a higher level of extra-role customer service. Finally, emotional intelligence has a significant mediating effect between emotional dissonance and prosocial behavior. The above results suggest that for department stores to improve the prosocial behavior of their sales staff requires the establishment of a method to enhance the emotional intelligence of the staff. The results also indicate that there is a need for department stores to prepare a systemic tool to enable them to select people with a high degree of emotional intelligence when recruiting salespeople.

• Journal of the Korean Applied Science and Technology
• /
• v.38 no.6
• /
• pp.1493-1501
• /
• 2021

The purpose of this study is to investigate the effect of emotional dissonance and service sabotage on skin experts who have experienced inappropriate customer behavior. To achieve the purpose of the study. 383 skin experts in Seoul and Gyeonggi-do were selected as the subjects of the study. As for the analysis method, frequency analysis, factor analysis, reliability analysis, correlation analysis, and multiple regression analysis were performed, and the following research results were derived through such research procedures. Inappropriate customer behavior showed a positive (+) correlation with emotional dissonance, and emotional suppression of emotional dissonance affects service sabotage.

• Journal of architectural history
• /
• v.21 no.4
• /
• pp.59-70
• /
• 2012

This study aims to find methodical similarities between pop art and Robert Venturi's works. Pop art and Robert Venturi's works gave attention to periodical changes and wanted to communicate with the public. This study approaches a topic from psychological viewpoints, especially visual dissonance. The results are as follows: 1. Manufactured Products ; Commercial Ornaments ${\rightarrow}$ Character Changes in Experienced Stimulation 2. Daily Elements ; Traditional Elements(Classic) ${\rightarrow}$ Contextual Effect of Canonic Representation In these cases, visual dissonance attracted a lot of public attention, and people would develop new meanings of objet. Pop art and Robert Venturi's works indicated value change in post-industrial society, therefore, this study can help to understand the correlation.

• Journal of radiological science and technology
• /
• v.39 no.4
• /
• pp.669-681
• /
• 2016

This study collected data from 467 nursery teachers and it aimed to investigate the association between mental health and emotional dissonance and job burnout of the day care nursery teachers. Measurement tool was developed, most of the questions having 5-point scale. The data were analyzed structural equation model with the statistical package IBM SPSS 23 and AMOS 21 with 5% percent of significance level. Main results are as follows. First, it was found that emotional dissonance of nursery teachers working in day care centers showed significant effect on the mental health such factors as job-stress (relationships with children and parents and work overload). Second, emotional dissonance were found to have a significant effect on job burnout, too. Third, job burnout had a significant effect on the mental health, job stress and psychological wellbeing. Fourth, job burnout was found to mediate partially on mental health and emotional dissonance. These findings suggest the importance of mental health promotion programs for child care teachers working in the day care centers.

• Journal of Korean Academy of Nursing
• /
• v.47 no.6
• /
• pp.770-780
• /
• 2017

Purpose: This study was conducted to investigate the influence of emotional labor, emotional dissonance, and burnout on nurse's turnover intention and examine the effect of job satisfaction on the relationships among emotional labor, emotional dissonance, burnout, and turnover intention. Methods: The sample consisted of 350 nurses recruited from 6 general hospitals in 2 cities in Korea. A multiple-group analysis was utilized. Data were analyzed using SPSS statistics 23 and AMOS 20. Results: In the path analysis, turnover intention was directly related to burnout in clinical nurses who had a high job satisfaction (${\beta}=.24$, p=.003), while it was indirectly related to emotional dissonance (${\beta}=.13$, p=.002). In the multiple-group path analysis, turnover intention was directly related to emotional dissonance (${\beta}=.18$, p=.033) and burnout (${\beta}=.26$, p=.002) for nurses with low job satisfaction. Conclusion: These results indicate that manuals and guidelines to alleviate the negative effects of emotional labor, emotional dissonance, and burnout, and to increase job satisfaction are strongly required to reduce turnover intention in nurses at the organizational level as well as at the individual level.