Cognitive Dissonance: Factors Affecting Higher Education Institutions
| Vol-4 | Issue-03 | March 2019 | Published Online: 13 March 2019 PDF ( 286 KB ) | ||
| Author(s) | ||
| Abhishek Gautam 1; Dr. S. K. Kaushal 2 | ||
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1Research Scholar, Department of Business Administration, University of Lucknow, Lucknow (India) 2Assistant Professor, Department of Business Administration, University of Lucknow, Lucknow (India) |
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| Abstract | ||
The purpose of this study is to identify the factors behind post-purchase behaviour (cognitive dissonance) among the students of higher education. In order to meet the objectives of the study, a quantitative survey was conducted through the help of 29 dependent and independent variables by a self-administered questionnaire at Lucknow University. Data was collected by 150 students. Respondents were selected by convenience sampling. |
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| Keywords | ||
| Cognitive Dissonance, Emotional dissonance, Higher Education sector, Satisfaction, Wisdom of purchase | ||
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