“Did I choose the right University?” Examining the Influence of Post-Purchase Cognitive Dissonance on Word-of-Mouth Behaviours among University Students in the UK.
Research on post-purchase cognitive dissonance has provided marketers with valuable information over the years, with many authors applying Leon Festinger's (1957) ground-breaking "Theory of Cognitive Dissonance" to various contexts and industries. However, there remains little underst...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2020
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| Online Access: | https://eprints.nottingham.ac.uk/62155/ |
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