Cognitive dissonance shaping consumer behaviour within Generation Z: a case of the Indian healthcare industry
PhD thesis
Vellore Nagarajan, D. 2022. Cognitive dissonance shaping consumer behaviour within Generation Z: a case of the Indian healthcare industry. PhD thesis Middlesex University Business and Law
Type | PhD thesis |
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Title | Cognitive dissonance shaping consumer behaviour within Generation Z: a case of the Indian healthcare industry |
Authors | Vellore Nagarajan, D. |
Abstract | This thesis integrates two cognitive dissonance concepts in a pre-decisional context: (i) Festinger’s, 1957’s initial understanding of cognitive elements as drivers arousing dissonance and dissonance becoming a motivator for behaviour; (ii) the premise of the action-based model of dissonance developed by Harmon-Jones in 1999 including the notion that cognitive elements arousing dissonance, already stem from a goal-oriented place due to brain and mind developments among generations to understand the cognitive underpinning of the shift from mainstream to complementary alternative medicine currently happening worldwide. Given that a cognitive heuristic element can be anything from inner knowledge to self-beliefs etc.), to enhance specificity for this thesis, latent needs have been chosen as the focus of cognitive drivers. Specifically, the literature in this study has delineated theoretically and conceptually that a latent need as a cognitive heuristic element is capable of arousing pre-decisional dissonance. This is because latent needs in this study have been exemplified as arousing from the pre-reflexive self-awareness state in an individual, which is the arena from which cognitive elements as drivers operate. Thus, this thesis becomes the first to establish a typology of pre-decisional cognitive dissonance states in a highly cognitive and reflexive cohort as generation Z. Moreover, to establish that pre-decisional cognitive dissonance states affect information processing and guide the individual from the need recognition stage of consumer decision-making which has been underexplored in academic literature. |
Sustainable Development Goals | 3 Good health and well-being |
12 Responsible consumption and production | |
Middlesex University Theme | Creativity, Culture & Enterprise |
Department name | Business and Law |
Institution name | Middlesex University |
Publication dates | |
06 Feb 2023 | |
Publication process dates | |
Deposited | 06 Feb 2023 |
Accepted | 10 Jul 2022 |
Output status | Published |
Language | English |
https://repository.mdx.ac.uk/item/8q436
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Accepted author manuscript
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