Pre-decisional cognitive dissonance shaping consumer behaviour within Generation Z: preliminary evidence
Pre-decisional cognitive dissonance shaping consumer behaviour within Generation Z: preliminary evidence
The study aims at identifying and conceptualising latent needs as cognitive elements arousing pre-decisional action-based dissonance states affecting consumer behaviour. This paper presents the pilot study findings establishing pre-decisional cognitive dissonance states within the upcoming generation Z cohort guiding their healthcare decision-making choice. The methodology entailed semi-structured interviews of 15 questions followed by thematic data analysis. Findings indicate pre-decisional dissonance states exist in Zers and that as a cohort they are adept in recognizing and understanding the arousal, times and feelings associated with pre-decisional dissonance as a phenomenon within themselves in a procedural manner in relation to their healthcare consumer decision-making. The novelty of this study lies, in the fact that it is the first study to establish pre-decisional dissonance states as a phenomenon existing within a cohort. Furthermore, it is the first study to demonstrate how perception of cognitive dissonance orients healthcare consumption and decision-making in a cognitive heuristic cohort – Generation Z. The contributions of this study are manifold both theoretically and managerially, highlighted further on in the paper.
724
Vellore Nagarajan, Durga
1e20c74f-1ed1-4dcf-8f2b-6ff4fe05d084
Priporas, Constantinos-Vasilios
d7aa0406-d198-453a-9a76-e60036318aef
McPherson, Mark
c6e767fc-eca8-4bd5-819b-f11cffc8e223
23 September 2021
Vellore Nagarajan, Durga
1e20c74f-1ed1-4dcf-8f2b-6ff4fe05d084
Priporas, Constantinos-Vasilios
d7aa0406-d198-453a-9a76-e60036318aef
McPherson, Mark
c6e767fc-eca8-4bd5-819b-f11cffc8e223
Vellore Nagarajan, Durga, Priporas, Constantinos-Vasilios and McPherson, Mark
(2021)
Pre-decisional cognitive dissonance shaping consumer behaviour within Generation Z: preliminary evidence.
In 14th Annual Conference of the EuroMed Academy of Business.
vol. 14,
Euromed Communications.
.
Record type:
Conference or Workshop Item
(Paper)
Abstract
The study aims at identifying and conceptualising latent needs as cognitive elements arousing pre-decisional action-based dissonance states affecting consumer behaviour. This paper presents the pilot study findings establishing pre-decisional cognitive dissonance states within the upcoming generation Z cohort guiding their healthcare decision-making choice. The methodology entailed semi-structured interviews of 15 questions followed by thematic data analysis. Findings indicate pre-decisional dissonance states exist in Zers and that as a cohort they are adept in recognizing and understanding the arousal, times and feelings associated with pre-decisional dissonance as a phenomenon within themselves in a procedural manner in relation to their healthcare consumer decision-making. The novelty of this study lies, in the fact that it is the first study to establish pre-decisional dissonance states as a phenomenon existing within a cohort. Furthermore, it is the first study to demonstrate how perception of cognitive dissonance orients healthcare consumption and decision-making in a cognitive heuristic cohort – Generation Z. The contributions of this study are manifold both theoretically and managerially, highlighted further on in the paper.
More information
Accepted/In Press date: 6 May 2021
Published date: 23 September 2021
Identifiers
Local EPrints ID: 470667
URI: http://eprints.soton.ac.uk/id/eprint/470667
PURE UUID: 11a6523a-5814-4b13-a9ae-a822329c3c58
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Date deposited: 17 Oct 2022 16:59
Last modified: 14 Mar 2024 03:25
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Contributors
Author:
Durga Vellore Nagarajan
Author:
Constantinos-Vasilios Priporas
Author:
Mark McPherson
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