AN EXPERIMENTAL STUDY OF COGNITIVE DISSONANCE, PRODUCT INVOLVEMENT, EXPECTATIONS, PERFORMANCE AND CONSUMER JUDGEMENT OF PRODUCT PERFORMANCE.

This experimental study investigates the effects of cognitive dissonance, expectations, and product performance on product evaluations. The study improves upon the methodological problems of the past experimental studies. The results of a 2x2x2 factorial design suggest that product involvement acts as a moderator in the post-decisional product evaluation process. The theoretical and empirical findings suggest communication grade-lines for the advertisers. [ABSTRACT FROM AUTHOR]